L.L. Bean just wiped their IG grid to announce they’re going “Off the Grid.”

It’s tied to their new campaign for May’s Mental Health Month, where the brand is partnering with Mental Health America (MHA) to help “create awareness of how spending time in nature results in greater well-being.”

There’s a landing page with an action guide to help share ways to get involved with MHA and get outside. L.L. Bean also created two limited totes for an analog reset.

Altogether, you have a timely message, a social moment, and a fun product all wrapped together.

Solid campaign.