FWPA Launches New Campaign To Reframe Wood As The Ultimate Renewable

FWPA Launches New Campaign To Reframe Wood As The Ultimate Renewable

Forest and Wood Products Australia (FWPA) has launched an advertising campaign this week to share the environmental advantages of forestry and wood products, as consumers increasingly look for alternatives to unsustainable materials.

The advertisements offer a fresh new narrative around forestry that most of the public are unaware of – that wood is a continually renewable resource and that trees in Australia’s commercial forests are replanted.

The unique ability to store carbon is another factor that means wood and any products made from it are an environmentally friendly option across the entire supply chain.

Award-winning architect and host of Grand Designs Australia, Peter Maddison, is the face of the $1.8m campaign that will cover all major and regional Australian cities across multiple channels, directing audiences to Planet Ark’s Make It Wood website.

Advertisements will appear on television from 30 June for four weeks, as well as on social media, out-of-home such as billboards and displays at train stations, and print mediums until mid-September.

Watch the TVC here. 

The campaign comes off the back of the development of a new brand, The Ultimate Renewable based on extensive industry and consumer research conducted by consultancy Pollinate.

The brand was created by FWPA to offer a universal, positive communications message for the sector to share.

Ric Sinclair, managing director of FWPA, said the focus groups alongside analysis of hundreds of media articles revealed there was little knowledge that foresters actively replant the trees they harvest.

Sinclair said: “The analysis undertaken by research consultancy, Pollinate, showed what was missing from the narrative was a focus on replanting.

“During consultation, a common theme emerged … that forestry is a renewable industry.

“What we have created is a brand that everyone in the industry can embrace.

“Working together we can amplify the message and reframe forestry in the eyes of the public.”




Please login with linkedin to comment

FWPA Peter Maddison

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]