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The campaign served to exemplify the AA outdoor culture with Bronco Sport as the central point of divergence. Ford partnered with three notable outdoor lifestyle organizations: Outdoor Afro, Black Girls Do Bike and Black Girls Run. Each organization embodies the outdoor spirit, reimagining how African Americans take advantage of the outdoors. Bronco Sport perfectly marries the confidence, capability and versatility that these organizations manifest.
The campaign celebrates African American females in the outdoors space, removing the perceived barriers that an off-road vehicle is not for them. African Americans seek the freedom that nature provides, they are adventurous and constantly destroying stereotypes.