Outward Bound Preps New National Campaign

LOS ANGELES Outward Bound is set to launch a national print and online campaign next week aimed at a new audience — teens and young adults.

It is the first campaign from Foote, Cone& Belding in San Francisco for the non-profit adventure-education organization since the shop won the account in the fall. Ogilvy & Mather had handled the account for 20 years.

Three print executions running as public service announcements in teen publications introduce the tag “Live bigger.” Ads juxtapose images such as snowy mountain peaks and pine forests, canyons and the desert with images of a videogame controller, cell phone and CD player. Text includes such lines as, “Maybe the last level isn’t,” and “Certain emotions can’t be captured in a text message.”

Online ads include statistics that highlight the Outward Bound experience. For instance, one reads, “1,749 have tried sushi, 782 have visited a chat room, 1 has paddled down class IV rapids on the Salmon River; Live bigger.”

FCB senior planner Ari Nave said the shop wanted to build awareness for the client and differentiate Outward Bound from other outdoor recreational programs by stressing its “transformative element.”

While past ads for the organization in Garrison, NY, have targeted adults and parents of potential students, client vp of outreach Michele Barnes said Outward Bound is shifting its focus. “Most youths of today don’t feel like they have a lot of limits,” she said, adding that the organization wanted to convey that Outward Bound “helps you do things you didn’t think of or think you could do.”

The next phase of the campaign includes TV and radio ads which are expected to break by the summer.

Outward Bound attracts approximately 8,000 students each year through open enrollment, said Barnes.With this campaign, it is hoping to increase enrollment by 10 percent. The organization is 40 years old.