The North Face (TNF) is significantly impacted by the rising awareness of non-environmental friendly and harmful substance, PFC in outdoor apparel. PFC has long been used as a waterproof coating in outdoor apparel. According to the research done by different groups, PFC is linked to various health problems like cancer, decrease in immune response in children, low birth weight, disrupting hormone system. PFC can remain in the environment for a long time and eventually goes into the food chain affecting both animal and human. It is said that for those who wear PFC garment to the outdoor, they are exposed to this harmful chemical and at the same time, spreading PFC to the natural environment. In 2015-2016, concern group like Green Peace launched a series of protest campaigns that jeopardize the brand image of North Face. In response to that, The North Face will introduce PFC-free product in 2017, which account for about 30% of total product. According to the current target, PFC will be phased out by the year 2020. In this marketing course assignment, an 2017 advertising plan is conceived for the Hong Kong market, with the following objectives: • Establish an environmental friendly image for The North Face. • Promote the new release of PFC-free product. • Promote the appreciation and participation of the outdoor life.