In what can be best described as a wonderful irony, a new ad for the pro-logging government organisation Australian Forestry has used images of pristine native forests and koalas as part of the campaign’s imagery.
The Greens are leading a concerted effort to have the ad removed with Greens senator Janet Rice calling the ad “hilarious if it wasn’t so serious” and something [comedians] “The Chaser would produce”.
Australian Forestry is part of the Federal Agriculture Department and the spot reportedly cost close to $100,000 of taxpayer money to make.
Titled “Planning for tomorrow, today” the ad encourages Australians “look up at the trees, think about wood” in an effort to show the logging industry as a sustainable business.
It’s inclear which agency is behind the work and so far the ad has only run on the department’s website and YouTube and has not been used as part of a broader advertising campaign.
The ad says the industry is committed to forest stewardship and protecting wildlife and the environment.
Check out the spot below:
As you’d expect, the Greens have taken offence at the ad claiming it’s “one tactic” in a range of communication activities meant to develop a “new narrative” for the forestry industry.
Senator Janet Rice was quoted in The Guardian as saying the ad ignored “scientific reality” of the environmental damage caused by logging and was merely a “propaganda” tool.
“They are extraordinary. They would be worthy of something The Chaser would produce. It would be hilarious if it wasn’t so serious,” Rice said.
“If it was the industry producing and paying for them that would be one thing. But not our taxes at work, our government doing it. It’s outrageous really.
“It’s clearly an inaccurate depiction of the impact of the forestry industry on our forests.
“Think about it, that $100,000, it could have been put towards an under-funded recovery plan and species issues that we haven’t properly funded,” Rice said.
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