Patagonia Founder Yvon Chouinard releases TV ad on public lands

Patagonia has been around for nearly 45 years, but Sunday, August 20, marked the company’s very first television advertisement in its history of doing business.

“With America's public lands under unprecedented threat, we continue our legacy of advocating for the planet by bringing our voice to the airwaves,” said Corley Kenna, Patagonia's senior director, global communications and public relations.

In a $700,000 media buy, Patagonia purchased statewide television and radio time in US Secretary on the Interior Secretary Ryan Zinke's home state of Montana reminding him of what he said: "Our greatest treasures are public lands."

An ongoing expression of Patagonia’s strong views on protecting public lands, the ad comes as no surprise to those who have been following the Ventura, California-based brand’s activism over the past several months as it relates to issues such as Bears Ears National Monument.

According to Kenna, Patagonia has also purchased television and radio spots in Utah to defend Bears Ears and Grand Staircase Escalante National Monuments, which are at risk of being rescinded, as well as in Nevada where Gold Butte and Basin and Range National Monuments are also under threat.

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“We intend to spread even more awareness by promoting the ad on social and digital media and it will be on the homepage of our website,” Kenna said, adding that they are unaware of any other company running persuasion ads targeting the administration, and that the issue hit close to home as one the company has been advocating for since it was founded.

In a statement, Patagonia President and CEO Rose Marcario said, "The national monuments under review are a critical part of our national heritage and these lands belong not just to us, but to future generations. We stand with the millions of Americans who spoke out in support of keeping protections in place for public lands. We hope Secretary Zinke will remember his roots and his words and protect these 'national treasures.'”

Kenna went on to say the following in a message released Sunday:

This is not about politics or partisanship – it's about standing up for places that belong to future generations. We want to raise awareness of history's lesson that when public lands are turned over to states that can't afford to maintain them, the result is the land is often auctioned off to private companies who irrevocably damage them and deny access to them for all of us. Whether you are a hunter or a hiker, an angler or a climber, we want you to join us in this fight to ensure access and protection for our public lands.

There is limited time before Secretary Zinke makes his August 24th decision on the remaining 21 national monuments and it is our hope that he will follow in the tradition of President Teddy Roosevelt and conserve our shared public lands for future generations. But no matter the outcome we won't stop fighting to protect our public lands and we believe the voices of the people will be heard.


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