ROW’s campaign is about encouraging people to enrich their lives, and by doing so, support a Peruvian rafting guide’s dream

Coeur d’Alene, ID… ROW Adventures announced Friday the launch of its Take Back Black Friday campaign, a movement to take back the Friday after Thanksgiving and spend it making memories, enjoying the outdoors, and being with loved ones. To encourage people to participate, ROW will outfit Edwar Pumacayo (from Peru) which will enable him to start his own rafting company.

Inspired by Edwar's story, REI's announcement and ROW Adventures' mission of "Sharing Nature ~ Enriching Lives" - founder Peter Grubb decided it is time to take a stand on the shopping madness that ensues on the Friday after Thanksgiving, even in the travel industry. 

Grubb’s revelation came as he listened to ROW sales and marketing director Brad Moss tell a story about his recent trip in Peru, where he rafted down the Urubamba River in the Sacred Valley (read the full revelation letter here: http://www.rowadventures.com/revelation-letter-our-loyal-guests-rowmers).

Moss learned that his guide, Edwar, a rafting extraordinaire, father of two, and protector of the Urubamba, has been saving up to start his own rafting business for a handful of years. While he has been able to acquire one raft and eight life jackets, he is still two rafts, ten life jackets, and a safety kayak away from realizing his dream. "At the rate he is able to save, he will be well over 50 by the time he can buy the rest of the equipment;" says Moss, "My gut tells me he'll never be able to." 

ROW is asking people to share photos, videos, and updates on social media outlets about how they’re spending the day after Thanksgiving outside and doing the things they love away from the malls using the hashtag #takebackblackfriday. If they receive 1,000 posts with the hashtag, they will see to it that Edwar gets the rest of the equipment he needs. 

Moss comments: “By spending time with friends and family, getting outside, or anything else that helps someone avoid the craze of Black Friday, people are aligning with our mission of ‘sharing nature, enriching lives.’ Not only will people be enriching their own lives, but through doing so they help Edwar achieve his dream of owning his own rafting company, and enrich someone else’s life in the process.”

To learn more about the Take Back Black Friday campaign, visit http://www.takebackblackfriday.com