After five years of encouraging people to Opt Outside on Black Friday, REI decided to take things a step further. The Opt To Act initiative was a 52 week program of simple changes people could make, encouraging audiences to reduce their negative environmental impact, get active, and leave the world better than they found it. We developed a multi-channel campaign, centered around an anthemic launch film that invited audiences to participate in the challenge and reinforce the idea that change isn’t easy, but starting is.