Grip and Outward Bound Canada, a not-for-profit organization that inspires personal development through outdoor challenges and programs, have paired up in time for the charity’s 50th anniversary.

Having participated in an OBC program in the past, Grip came on board with the immediate goal of growing the brand’s social and digital presence to help it reconnect with past participants and donors.

“It has always been challenging to truly capture the impact and essence of an Outward Bound program as it is both highly personal and contextual,” said Sarah Wiley, executive director, OBD. “Therefore, we’re thrilled to be able to work with an agency like Grip that not only has experience with our programs first hand, but also has the vision to help communicate [it].”

The decision to bring in the agency is part of a move over the past three years to increase OBC program relevancy and accessibility, including the addition of urban programs in Toronto and Vancouver (as opposed to wilderness programs, upon which OBC is originally founded).