In a first for the brand, Patagonia will air a commercial throughout the state of Montana this week, aimed at Interior Sec. Ryan Zinke. 

Zinke has just a few days left before he must give President Donald Trump official recommendations on the monuments currently under review. With a commercial starring founder Yvon Chouinard, Patagonia hopes to remind Zinke of his own statements of support for public lands. Zinke has repeatedly said he understand the value of public land for business and for recreation.

"Public lands are under threat now more than ever because you have a few self-serving politicians who want to sell them off and make money," Chouinard says in the commercial, which features a montage of scenes from public lands. "Behind the politicians are the energy companies and the big corporations that want to use up those national resources. It’s just greed. This belongs to us--this belongs to all of the people in America. It’s our heritage. I hope my kids and grandkids will have the same experiences that I had."

At the end of the commercial, Patagonia urges viewers to text "DEFEND" to 52886. Doing so sends people to a link asking them to contact their governor and congressional representatives and ask them to stand up in defense of public lands. 

"This is not about politics or partisanship," said Corley Kenna, Patagonia's senior director of global communications and public relations. "It’s about standing up for places that belong to future generations. We want to raise awareness of history’s lesson that when public lands are turned over to states that can’t afford to maintain them, the result is the land is often auctioned off to private companies who irrevocably damage them and deny access to them for all of us. Whether you are a hunter or a hiker, an angler or a climber, we want you to join us in this fight to ensure access and protection for our public lands."

For more ways to fight back, check out OIA's toolkit for showing your support for public lands on social media.