This is the name of a campaign sponsored by the USGA and PGA of America to encourage golfers to play from the set of tees appropriate to their average driving distance. See: http://www.playgolfamerica.com/index.cfm?action=teeitforward
The idea is for amateurs to play from tees that are proportional to the tees that touring professionals play from. Most of us play from tees that are far too long. The pros would howl if they played 7,800-yard courses every week, but we do the same thing to ourselves, relatively, when we pick the wrong set of tees. Not to mention, it slows down play considerably.
During July 5-17, golf courses that sign up will promote this idea. Last year we had a Red Tees day. Perhaps this year, forum members can play from tees that accord with the guidelines during that period.
In the last two years, I have broken 80 five times. Four times it was on a course measuring 5,917 yards. The other time was on a course measuring 6,402 yards. I play from appropriate tees all the time now. I like being able to hit a short iron into the green more than once or twice per round.