In the beginning of April, REI launched #ForceOfNature, a new campaign aimed at female-empowerment, equal treatment, equal pay, and turning the outdoors into “the world’s larget level playing field.” What followed was a series of charged social media posts aimed at spreading the word. One of their most powerfull was the 30 second video they released on April 10th.
Let's make outside the largest level playing field on earth. Join us and be a #ForceOfNature. pic.twitter.com/KuAZLunWud
— REI (@REI) April 10, 2017
The video quickly ran its corse through the news channels and influencer accounts, establishing #ForceOfNature as a trending hashtag on twitter and earning itself a spot on the NHsmc much loved SmartBreif website.
Many people praised the campaign and video tweeting,
@REI creating an inclusive, bold, non "girl-washed" campaign for women's equality. YES #ForceOfNature
— Emerald LaFortune (@TheEmeraldLens) April 6, 2017
Love how @REI is pushing for gender equality. Everyone has a right to play outside. #ForceOfNature
— Lonnie (@LonnieSmalley) April 5, 2017
Others extended the praise and promoted the print ads for the campign on social media.
Tearing out this ad, hanging it on my (van) wall, then driving straight to the mountains. Thanks for the inspiration, @REI #ForceOfNature pic.twitter.com/nfro1IZm5o
— Julia Bonney (@jbonney2) April 10, 2017
However, while most were praising the unique nature of the campaign and its general call to break boundries both big and small, others were not quite as pleased with the campign–calling it gender biased and political. Others also questioned if the company really promoted this campaign and demanded employee gender percentages.
@REI Can you give us a gender breakdown? Guessing the #ForceOfNature campaign is to increase female members but it's bad timing. Looks political.
— Hopeless2017 (@Sweeps2032) April 14, 2017
Another critique of the campaign was that REI does not currenlty sell women’s plus sizes and how could the completely support women if they do not make clothing for all women? Which, by the engagement numbers of the tweet below, was a point that reseonated with many.
@REI @REI I'm totally about this campaign, but I would be a better #ForceOfNature if you reinstated your #REI brand plus-size women's clothing…
— Shelby Gull Laird (@shelbygulllaird) April 4, 2017
It will be interesting to see how the remainder of this campaign pans out and how REI responds to the warrented critisisms and praise. For now, I second @Docholly that many companies can learn from REI.
Dear @Pepsi please call @REI & find out who did their #ForceOfNature ads. You could learn something. 🏂
— (((Doc Holly))) (@docholly) April 5, 2017