More than just an SUV, the Ford is marketing the Bronco as a tool to explore nature. But that nature is becoming ever more threatened by global warming, deforestation and the purchasing of public lands. To hold up that Bronco mindset, Ford today announced the Bronco Wild Fund that will donate to non-profits that support the wilderness. The main goal is to “connect people to the outdoors, responsibly.”
The project will be funded by a portion of all Bronco and Bronco Sport vehicle sales, as well as licensed Merchandise. Annually, the target is to raise $5 million. The first two charities Ford will prioritize are the National Forest Foundation and Outward Bound USA.
The National Forest Fund primarily works on reforestation efforts, specifically after forest fires. Given there are 193 million acres of public forest in the US, and they are currently campaigning to plant 50 million trees nationwide by 2023, this is an incredibly important fund to support. Anyone can donate just $1 to the fund to plant a tree, and Ford dealers are encouraged to promote this to Bronco customers. The Bronco Wild Fund has already contributed to planting 1 million trees.
Next, the Bronco Wild Fund will support Outward Bound USA, a wilderness education non-profit. The charity gets students out into the national parks and push themselves to explore nature. Through this, students gain a greater appreciation for the wilderness around them, and are educated on the ecosystems in our country. The Bronco Wild Fund has already committed to donate $50,000 to set up Bronco themed expeditions, and will donate $250,000 to student scholarships.
Down the line, Ford says the Bronco Wild Fund will support initiatives like reforestation, trail maintenance programs, forest health, fire mitigation and restoration work.
The fund is yet another asset to the Bronco brand. And while it’s good PR at the end of the day, this campaign should make a real difference protecting America’s nature for years to come. It will also boost Bronco customer’s confidence that they aren’t only getting a great SUV that allows them to explore nature, but their purchase actively went to protect it.