I recently had an opportunity to sit in an AMA luncheon featuring the marketing team at KEEN Footwear, an innovative outdoor footwear brand now based in Portland. KEEN partnered with Henry V to create a unique and innovative grassroots outreach campaign, STAND, to reach out to a younger generation that shared one of KEEN’s core values: sustainability. The KEEN STAND campaign awards $25,000 grants to students that Stand Up, Stand Out or Stand For a new way of thinking about sustainability. KEEN’s initial STAND campaign launch included sending starter kits to 50 select campus advocates and developed a curriculum for professors to incorporate into classes for credit. The initial response was overwhelming, and the program is still going on. Stay tuned to get an update next year on the winners, including how KEEN’s innovative marketing efforts stack up with the STAND campaign.