Intention and Action.
Despite the footwear industry’s poor environmental record, Timberland has a legacy of innovation around positive environmental and social impact. Timberland’s main factory has been on the island of the Hispaniola since 1981. Haiti is one of the most severely deforested countries in the world. Resource-constrained, farmers struggle to make a living. Timberland set out to make real change in Haiti by creating long-term sustainable solutions that generate economic opportunities for farmers and support responsible product development for Timberland.
Porter Novelli highlighted a five-year pilot and program to re-introduce cotton farming to Haiti. This multi-year campaign around Timberland’s social impact agro-forestry model in Haiti also included the launch of a documentary: KOMBIT. Porter Novelli was able to tackle these tactics through Trade media, CSR and business media relations, leadership and brand speaking opportunities, a branded conference presence and documentary tour, create an swards recognition program, content creation, and a Grassroots national film tour.