{"id":418,"date":"2023-03-27T15:56:56","date_gmt":"2023-03-27T14:56:56","guid":{"rendered":"https:\/\/promomedia.gold.ac.uk\/kmiha001\/?page_id=418"},"modified":"2023-04-13T10:12:54","modified_gmt":"2023-04-13T09:12:54","slug":"418-2","status":"publish","type":"page","link":"https:\/\/promomedia.gold.ac.uk\/kmiha001\/418-2\/","title":{"rendered":""},"content":{"rendered":"\n
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“IT WAS NICE TO SEE A BRAND THAT PROMOTES CHANGE ACT ON IT TOO”:<\/h2>\n\n\n\n
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The Guardians feature of our first 18-21 year old Face Your Space <\/strong>event<\/p>\n<\/div>\n\n\n\n

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By Alex Hughes, <\/em><\/p>The Guardian.<\/cite><\/blockquote><\/figure>\n\n\n\n

\"Female<\/figure>\n\n\n\n
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“I wanted to leave my phone away for longer”<\/p>\nLillie James <\/cite><\/blockquote>\n\n\n\n

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\"woman<\/figure>\n\n\n\n
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I can’t believe the effort they put in, it was one of the best days of my life.<\/p>\nAmelia Howells<\/cite><\/blockquote>\n<\/div>\n\n\n\n

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All we needed was North Face.<\/strong><\/a><\/p>\n\n\n\n

Breaking News: Teens can be persuaded to ditch their phones\u2026<\/strong><\/p>\n\n\n\n

In Partnership with The North Face.<\/em><\/strong> <\/em><\/p>\n\n\n\n

To tear teenagers from their beloved screens appears to be a fight most of the population aren\u2019t fit enough for. However, The North Face has done exactly that. Face the Space campaign was established by the brand to encourage young Londoners to unplug themselves and go off the grid. From clothes to good music, North Face covered everything to get the younger generation outside and socialising after the lockdown. <\/p>\n\n\n\n

In the woods of Highgate Park North Face had a pop-up event where they were selling rare pieces and other apparel at a discounted price. They created a vibrant and cool vibe by playing upcoming London music artists like Ama Lou, Central Cee, and Ayzia. Scattered around the area were uplifting posters promoting the benefits of being outdoors. North Face prepared allocated seating areas made from logs where they pushed for the young strangers to sit and chat. Millie Hope, one of the faces behind the campaign, said, \u201cWe wanted to put these young adults in an environment where they felt free and open to talk about everything. I think the older generation overlooked the ultimate sacrifice the youth endeared just to keep us safe. They lost two years of creating memories and exploring the world, and we wanted to ease them back into it. I believe a lot of people felt anxious to socialise after covid, especially the youth; we wanted to get them back outside and show them we are all in the same boat.\u201d<\/p>\n\n\n\n

A popular feature of the event was the \u2018Locked Away\u2019 aspect where attendees were encouraged to immerse themselves entirely into the experience by putting their phones in lockers. North Face aimed to get the youth to enjoy the event in the moment, technology-free. It was voluntary but those who complied got an extra 10% off either clothes or food and drink. Jacob, 18, from Shepherd\u2019s Bush, said: \u201cI thought I was going to struggle without my phone for a couple of hours. I also didn\u2019t want to miss any texts my friends might have sent me. I was surprised at how easy I found it; I enjoyed not being distracted.\u201d Lillie, 20, from Lewisham, was also surprised at the experience saying, \u201cI didn\u2019t want to do it at first, I like to always have my phone on me, but I thought 10% extra off the clothes would be worth it. In the end, I wanted to leave my phone in the locker for longer! I enjoyed being able to meet new people. I wouldn\u2019t have done that if I had my phone.\u201d <\/p>\n\n\n\n

It was clear the North Face went above and beyond for Gen Z as they had soe of the best upcoming artists performing on their main stage. To see and act like Central Cee you can be paying anywhere between \u00a3100-\u00a3300. <\/p>\n\n\n\n

The free event was promoted to 18-to-21-year-olds who live in London boroughs. Only those who met the criteria were allowed entry. The Face you Space worked on making it an inclusive and equal space for everyone. A 2021 study by the Countryside Charity highlights that \u2018ethnic minorities have on average 11 times less access to greenspace\u2019. So North Face wanted to combat that. Obed, 21, from Hackney, said: \u201cIt was nice to be around a collective mix of people. I didn\u2019t feel singled out going into the outdoors.\u201d When Obed was asked if him and his friends will try to go out more after this event, he replied \u201cYeah, definitely. I learnt a lot about the benefits of being outdoors. My friends and I thought people who went out in nature were pretty whack, but we now know it is for everyone.\u201d This isn\u2019t the first time the North Face has pushed to get people of colour to feel comfortable in nature. The North Face financially supported London charity \u2018Wild in the City\u2019, which \u2018supports and enhances the wellbeing of urban-dwelling people of colour through developing relationships with nature\u2019.<\/p>\n\n\n\n

Overall, it is nice to see a brand that promotes change, act on it too. North face successfully achieved the unimaginable, bringing the youth together to interact, have fun and embrace nature all without their phones.<\/p>\n<\/div>\n\n\n\n

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