Orvis Proclaims its Mother’s Day Video Campaign to Support Women with Breast Cancer a Success

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In April, the Orvis Company launched a video campaign celebrating mothers and their influence in the outdoors. The campaign raised $10,000 for Casting for Recovery, an organization which helps introduce women recovering from breast cancer to fly fishing.

It’s really a unique and important opportunity to serve as many women as possible, particularly those who can really benefit from both the peer support, and the healing connection with nature, who might not otherwise have access to support and resources.

May 27, 2016, Manchester, VT - In honor of Mother’s Day this year, Orvis launched a successful viral video campaign, raising $10,000 to support Casting for Recovery (CfR), an organization which helps women recovering from breast cancer discover the healing power of fly fishing.

Last month Orvis posted a video, “Pippa and Els Go Fishing!” on its social channels and website, as well as on Facebook and Twitter, featuring a mother and baby daughter fly fishing together for the first time. The retailer announced that it would donate $1 — up to $10,000 — each time the video was shared with the hashtag #LongLiveMoms. Orvis’ followers responded en masse, helping it reach its goal.

Whitney Milhoan, the Executive Director of Casting for Recovery explained how this donation will be used to support CfR program expansion this season:

“We are really excited about launching a new regional program to serve women in Louisiana, Mississippi, and Alabama. This is an area that is currently unserved by CfR, with high rates of breast cancer. The program is part of a larger diversity initiative by CfR to reach more women of color and socioeconomically depressed populations. It’s really a unique and important opportunity to serve as many women as possible, particularly those who can really benefit from both the peer support, and the healing connection with nature, who might not otherwise have access to support and resources.”

Orvis is proud to work with CfR and support its mission to help women fight and cope with cancer, and pleased that so many of its followers were willing to share the video in honor of moms everywhere.

About CfR
Casting for Recovery was founded in 1996 in Manchester, Vermont, by a breast cancer reconstructive surgeon and a professional fly fisher. The mission of CfR is to enhance the quality of life of women with breast cancer through a unique program that combines breast cancer education and peer support with the therapeutic sport of fly fishing.

About the Orvis Company
Since 1856, Orvis has been the premier outfitter for the outdoor lifestyle with a mission to inspire a deep connection to adventure and wonder in the outdoor world. The brand’s passion originated with the sports of fly fishing and wing shooting. Today, Orvis has grown to include a wide range of outdoor products and activities that are backed by the company’s outdoor knowledge and credibility, sourced from many decades of personal experience on the water and in the field. Headquartered in Manchester, Vermont, Orvis operates multiple catalog titles, three websites, more than 80 retail stores in the U.S. and U.K., and serves a network of over 400 authorized dealers worldwide. To learn more, visit http://www.orvis.com.

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Daryl Kenny
Orvis
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The Orvis Company
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