Patagonia is among the sponsors supporting We Are The Wild, an ongoing, integrated, celebrity-fueled media campaign launched Wednesday, Sept. 10 by the Wilderness Society to raise awareness of and appreciation for what the bill has achieved and what it means for the future of wilderness.

The campaign features a 90-second PSA unveiled today in which Daazhraii Johnson and many more celebrities lend their endorsements of the acts benefits. In addition to Patagonia, Appeal to Reason, and the Environmental Media Association are helping support the campaign, which comes on the 50th anniversary of the passage of the Wilderness Act.

The time to come together for wilderness is now. Environmental and social changes unforeseen 50 years ago-pressures like climate change and the onslaught of oil and gas leasing, combined with the emergence of a technology-absorbed generation-make the resources and benefits of wilderness even more essential to our nation’s future. With nearly 110 million acres preserved forever as part of the National Wilderness Preservation System, the United States currently manages the largest wilderness system in the world.

The campaign urges the public to Tweet and post the message and the video on Facebook and websites, making sure to include #WeAreTheWild. Media are urged to interview staff at The Wilderness Society.

For more information, visit The Wilderness Society.