Protect

North Face launches fund to protect the outdoor adventures of the future

In a bold attempt to help preserve the future of adventure holidays, The North Face is offering a helping hand to those whose business it is to encourage exploration and adventure, at home and abroad.

The clothing company’s motto is ‘Never Stop Exploring’ and in a bid to put its words into action it has announced a €1million (£890,000) fund to help companies, individuals and charities to ensure they can reopen again in the future. Adventurers are championing the initiative which will back businesses that saw custom “evaporate overnight.”

The Covid-19 Explore Fund is the first of its kind and provides critical financial support to those that make exploration possible. Open to the likes of mountain guides, climbing centres and ski schools in the UK, Germany, France and Italy the brand is keen for activities like these to remain an important part of the travel and leisure industry when the

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The story behind ‘Stay Home, Protect the NHS, Save Lives’

A NHS signage about coronavirus advice people to "Stay home. Save lives" is displayed on the advertising boards at Piccadilly Circus in London - The story behind 'Stay Home, Protect the NHS, Save Lives' - GETTY IMAGES
A NHS signage about coronavirus advice people to “Stay home. Save lives” is displayed on the advertising boards at Piccadilly Circus in London – The story behind ‘Stay Home, Protect the NHS, Save Lives’ – GETTY IMAGES

The Government’s messaging during the coronavirus crisis must rank as one of the most successful communications in modern political history. Only the Thatcher administration’s “Don’t die of ignorance” public health campaign in the 1980s about the Aids virus outbreak has come close.

But how did it come about? And more importantly given its success how will the Government convince people that it is now safe to start to venture out of doors in coming weeks?

The genesis of the message can be traced to a Zoom conference call convened by Lee Cain, Boris Johnson’s director of communications, on the afternoon of Thursday 19 March, just as the Government was moving towards imposing the

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