Purpose of Campign
Step away from screens. Step into nature.
Why Picnic & Reconnect?
Excessive screen time leads to stress, anxiety, and disconnection from the real world. “Picnic & Reconnect”—a campaign designed to bring young people together outdoors, encouraging them to unplug, play, and reconnect in nature.
Why This Matters
- Digital Overload: Young people spend an average of 7+ hours a day on screens, leading to burnout and mental fatigue.
- Nature’s Healing Power: Time spent outdoors is scientifically proven to reduce stress, boost mood, and improve focus.
- Sustainable Connection: Our events use biodegradable picnic kits and zero-waste practices to protect the environment
Patagonia has long been an advocate for sustainability and environmental responsibility. Picnic & Reconnect aligns with these values by encouraging people to step away from screens and engage with nature in meaningful ways. Our collaboration seeks to create a movement where digital detox becomes as important as eco-consciousness.
Reducing digital fatigue, promoting outdoor well-being, and building eco-friendly community spaces.
Dreamy Western style horseback riding experience
Audience
Patagonia’s primary target for this campaign includes:
Millennials (1981-1996): This group is balancing their digital lives with an increasing awareness of mental health.
Gen Z (1997-2012): Known for their high screen-time habits, they are searching for ways to stay authentic and grounded.
What They Value: Both groups prioritize sustainability, inclusivity, and authenticity. They’re drawn to brands that align with their environmental and ethical values.
