Timberland and Internet start-up Changents.com are pioneering a social media experience around a new generation of “indie” environmental change agents. Earthkeeper Heroes ’09 combines Timberland’s clout with the Changents Web 2.0 platform to connect adventuresome up-and-comers changing the world with people around the globe who can help them.  It’s about a movement toward sustainable environmental change, led by fresh faces on the cusp of some of the world’s most innovative eco-changing projects.

The 2009 Earthkeeper Heroes include a photoactivist, a green "trendspotter," a long distance swimmer, community-greening social entrepreneurs and a pair of eco-designers —each channeling their personal passion for the planet to create positive impact, from the New England coast to the streets of New York to the urban forests of London. Timberland’s objective is to “break” these individuals onto the global environmental scene through social media and other consumer touch-points, including live events and in-store engagement opportunities.

Each Earthkeeper Hero in their own unique way personifies Timberland’s values and opens new doors to having authentic conversations with consumers about the environment. Specifically, the interactive experience on Changents.com/earthkeepers provides the Earthkeeper Heroes blogs, Twitter integration, podcasts, and video and photo albums to tell their stories episodically from wherever they are in the world and invite supporters (“Backers”) to participate in their missions via the Internet.

The unusual collaboration between Timberland (a global brand) and Changents (an Internet start-up) demonstrates how 'doing well by doing good' can be a foundation for exciting corporate social responsibility programs and strategic partnerships.  Together, the companies hope to build upon early success by providing consumers an array of opportunities to participate with Earthkeeper Heroes across the planet in the months to come.

Changents, founded by social entrepreneurs Alex Hofmann (former ABC/Disney) and Deron Triff (former VP of Digital for PBS), has helped Change Agents from around the world tell their stories from the front lines and team-up with supporters to address a full range of social and environmental issues. Changents is a unique online experience where socially conscious individuals from all parts of the world are engaging with the dynamic Change Agents in personal, exciting and meaningful ways—without the bureaucracy of traditional institutions.