National Alliance on Mental Illness
Short description…
Planning for a great adventure
Identity
If outdoor brands are cool, HBCUs are cooler. HBCUs Outside needed an identity that could proudly sit around the campfire with the best of them.
Platform
A bullhorn for campus ambassadors, digital resources for students, industry integrations, and inspiration for all; the initial site helped shape the org.
Activation
We raised startup capital by getting hundreds of people of color and their supporters to hit the trails in direct action, grassroots fundraiser.
Partnerships
Brands proved eager to support the mission as it gathered momentum and many have established enduring partnerships.
A symbol to guide the journey
Collective Strength
A constellation, with each star contributing to a greater whole, represents the synergy of 107 Historically Black Colleges and Universities collaborating with each other, outdoor brands, and an array of non-profit organizations.
Progressive Tradition
To lead the industry forward, a modern mark was called for. Commanding recognition that Black culture is not new to the outdoors suggested a mark with heritage. Clean design and a timeless symbol strike the balance.
Inclusive Advancement
HBCUs Outside welcomes novices and offers pathways for those ready to venture further. The familiarity of the North Star and advanced navigational utility of the Ursa constellations represent this dynamic range.
A platform for all
The website site needs to support on-campus student ambassadors, create professional development opportunities, and engender ongoing support from the industry. That’s a lot of constituents but collaboration is how big stuff gets done.
Activation
A virtual 5k trail run, promoted by outdoor industry brands and influencers, raised over $50k in startup capital while also serving as a direct action, visibly filling trails with people of color and their allies.
Announcement posts featured a template over trail photos and swipe-up or link to register.
We recruited NYC run clubs to host nine in-person events on trails in and around New York City.
Allies lent support, rallying their audiences to give an intersectional welcome to HBCUs Outside.
Shoutouts to participants and leaderboards for teams rounded out the social messages.
Across nine in-person events led by running influencers, people learned about HBCUs Outside’s mission and were encouraged to register for the virtual 5k and participate in it as a group.
Getting down to business
While social media was full of energy with our activation, HBCUs Outside’s founder set up a series of meetings with top brands to offer a range of ways to partner with the org going forward, from sponsorships and content creation to professional development and recruiting.
Pitching the industry.
Presentations tailored for many of the outdoor industry’s biggest brands made clear asks for financial and product support, but also professional development and employment opportunities for HBCUs Outside participants. The encouraging response represents a real path forward.
Showcasing the impact
The first official HBCUsO club launched at Florida A&M University in 2021. With the support of Black Diamond, we developed a short documentary that shared a rock climbing trip led by the club’s student ambassador. The film serves as a way to recruit ambassadors at additional schools, attract students to sign up for clubs, and get on the radar of potential supporters. After initiating the project with the director, I stepped back and the team grew into an all Black crew of experienced climbers who engaged with the students and helped them tell their own story. The response has led to the foundation of clubs at multiple additional HBCUs as well as attracted donors and industry connections.
“Christopher has been instrumental in shaping our organization to sustainably advance diversification of the outdoors. We’re now operating as a bridge for HBCU students and recent graduates, the best and brightest of America’s future Black leaders, who want to recreate outdoors or even work in the outdoor industry.”
— Ron Griswell, Founder HBCUs Outside
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