Timberland employees and partners around the globe are gathering this September and October to participate in the brand's signature Serv-a-palooza event, which has reached its 17th year. The event was initiated in 1997 to inspire employees to give back to their local communities. Timberland employees worldwide dedicate one full day of service to impact the community, build teamwork and engage stakeholders in the brand's ethic of service.
Timberland is hosting projects in more than 50 locations across 15 international markets in North Americ, Europe and Asia. More than 1,500 volunteers are providing around 12,000 hours of service in September and October. Events include, for example, the construction of a library for a local primary school in Malaysia, cleaning up a coastal beach in Taiwan, reconstructing a homeless shelter for children in the Dominican Republic, and planting 1,200 trees in Italy to create an urban park, among others.
As part of the Path of Service program, which provides full-time employees at Timberland up to 40 paid volunteer hours per year, the company organizes two global service events each year. The annual spring event, Earth Day, focuses on Timberland's commitment to serving the environment while Serv-a-palooza, in the autumn, focuses on serving communities in need. During this year's Earth Day celebration, Timberland employees passed the milestone of more than one million hours of volunteering.
This August Timberland partnered with CrowdRise, an innovative digital fundraising platform created by actor and philanthropist Edward Norton, to establish a sponsored volunteerism Challenge. The six-week Challenge encourages individuals to volunteer for a cause of their choice for chances to win prizes for themselves as well as big donations for the non-profit organizations they decide to support. The Challenge concluded on Sept. 18 and raised a total of more than $75,000 and contributed more than 1,600 volunteer hours.