Mammut encourages hiking as the antidote to online negativity

(CONNECT) Mammut, the developer of textiles for mountain sports and the outdoors from Seon in the Swiss canton of Aargau, has launched a campaign in the form of “Take a Hike” that seeks to promote time spent in nature as an antidote to the increasing prevalence of online toxicity, as detailed in a statement. In this context, “Take a Hike” is supported by the chatbot Cliff, which acts as a frustration tracker by reading and analyzing comments on social media platforms. Thereafter, the AI ​​tool evaluates human tone in up to 600 conversations per day and intervenes with the message “Take a Hike!” where necessary.

“The internet has become a pressure valve for frustration, but scrolling isn’t the solution – effort is. With ‘Take a Hike’, we are meeting people exactly where that restlessness lives and challenging them to trade their screens for the trail”, explains Nic Brandenberger, CMO at Mammut, in the statement.

It has been scientifically proven that time spent in nature helps to reduce stress, the statement explains. On this point, Mammut refers to a study, according to which a 90-minute nature walk helps to significantly decrease negative thoughts. Four days of immersion in nature without turning to multimedia and technology has also been shown to increase problem-solving capabilities by 50 percent, according to another study.

The campaign is being launched on the platforms Instagram, YouTube, X and TikTok. Following this, Mammut intends to take the next step by implementing something known as guerrilla Out-of-Home (OOH) activations, which are “designed to intercept consumers in high-stress urban environments and point them toward the peaks”. ce/ja