Digital Operative has developed an interactive platform for The Outdoor Foundation in a pro bono effort to engage members of the outdoor industry online and encourage them to share their experiences with others through the Get You(th) Outdoors Challenge.

Digital Operative has pursued a strategy in which technology is used not only as a common medium for information sharing, but as further encouragement for others to pursue an active, outdoor lifestyle.

Many people look at technology as a hindrance to outdoor participation, says B.J. Cook, CEO of Digital Operative. We look at it as a catalyst for connecting more people outside.

In order to engage younger people in a time of struggle for physical fitness and outdoor awareness, the Outdoor Foundation has been working to encourage an online conversation that will translate into real and lasting change for individuals and groups in the outdoors.

Ensuring that the next generation has the opportunity to play outside is imperative to the outdoor industry, says Chris Fanning, executive director of the Outdoor Foundation. This industry-wide competition puts the hiking stick back in the hands of outdoor leaders, and gives them a platform to use their influence and grow outdoor participation.

These campaigns give companies and colleges a unique way to engage with their employees and students, said Fanning. Were hoping to blend online social contests with outdoor activities in order to reach and introduce new people to the activities we love.

No matter the direction that is taken by non-profits such as the Outdoor Foundation, ultimately it comes down to the willingness to pursue their audience wherever they may be, outdoors or on social networks. For more information on the Get You(th) Outdoors movement, visit

Headquartered in San Diego, CA with a second location in Denver, CO, Digital Operative works with brands in Outdoors, Active Lifestyle, Fashion, Consumer Electronics, CPG and Nonprofit industries.

The Outdoor Foundation is a not-for-profit organization dedicated to inspiring and growing future generations of outdoor enthusiasts. Through groundbreaking research, action oriented outreach, and education programs, the Foundation works with partners to mobilize a major cultural shift that leads all Americans to the great outdoors. In 2010, the Foundation launched Outdoor Nation, a pioneering initiative that aims to empower young leaders to champion the outdoors on campuses and in communities across the United States. For more information visit: and