For Mental Health Awareness Month, L.L.Bean is going off the grid by taking a social media break and encouraging followers to do the same in favor of spending more time outdoors this spring. On May 1st, the outdoor retailer pared its social media channels back with the intention of sharing tips and tools to support those who are also interested in getting outside for their own mental well-being.
Beyond clearing its social media profiles of content, the brand teamed up with Strava so that users can log their outdoor time in the social fitness app via the L.L.Bean Feel-Good Challenge. As part of this initiative, L.L.Bean is aiming to generate a combined 500,000 hours outside during the month of May.
