— The Challenge —

We want to create a new archetype:
She's a woman; She's badass - and she will inspire the next generation of female explorers.

Our aim was to deepen comprehension around the She Move Mountains campaign, through personal stories of ambassadors and cultural influencers, pushing for reach and reads from a targeted UK female audience.

— TCO Solution —

Huck provides a unique and credible platform for unfiltered voices of women who are making change: Pioneers, explore and adventurers who are leading the way in a brave, new, and more equitable world.

In this groundbreaking editorial partnership we reached and inspired over 12 million women across the UK with original content combining beautiful motivating stories and photography on women who are redefining what it means to go outside and explore.

For each story we reframed the editorial slant to appeal to different sections of our audience, while promoting features through original multi-media assets across our portfolio.

— AT A GLANCE —

• 5 original features activated across Facebook, Instagram, Twitter and print

• 12.5M reach for partnership

• 15% of reach was organic and via social outreach to online communities.

• Seeding of The North Face brand film - reaching 5M alone

• Bespoke social assets and audience targeting for each story

• Average read time of articles 4 minutes 30 seconds

• Promotion of wider She Moves Mountain events

— THE ULTRA-RUNNER —

FERNANDA MACIEL

Fernanda Maciel set a world record as the first female to ever run to the summit of Argentina’s Aconcagua mountain. But for a woman who grew up in a family of fighters, running up mountains is all in a day’s work, and the stuff of dreams.

— THE DJ —

CARLY WILFORD

The DJ who took a u-turn to follow her dream in life. Carly Wilford had it all – from the perfect house to the successful business. But something was missing. Now, as a DJ bridging the gender divide, she’s found her calling.

— THE ADVENTURE-SEEKER —

MEGAN HINE

Megan is a survival expert who consults adventure TV shows like The Island, helping to keep celebrities alive in the wild. She may be the only woman in a field of macho men, says longtime friend Bear Grylls, but she’s stronger than 99% of the guys. 

— OUTDOORS AS A CURE FOR ANXIETY —

OUTWARD BOUND TRUST

Young Brits are facing an epidemic of anxiety, but the Outward Bound Trust is turning things around by getting them out in the wilderness. The North Face is sponsoring 50% of the fee for girls aged 13-19 to take part in programmes through the summer.