What We Do
FWPA, is pivotal in elevating the industry’s marketing, communications, outreach, and storytelling to raise awareness, stimulate demand, and strengthen confidence in Australia’s forest and wood products. Our work ensures that levy funds paid by members are invested in activities that benefit the whole sector, not just individual businesses.
Communications & Thought Leadership
Content such as articles, videos, webinars, media releases and social media tell the story of forest innovation, carbon benefits, biosecurity, certification, and more. By positioning timber as a modern, versatile, and sustainable material, we’re driving awareness of the industry’s contributions to climate, economy, and community.
Brand Campaigns & Messaging
Leading national campaigns that highlight the social, environmental, and economic benefits of sustainably sourced wood, we’re positioning timber as a smart choice in building, design, and infrastructure. Our The Ultimate Renewable™ initiative reinforces timber as the renewable, low-carbon, and sustainable material for construction, helping industry leaders, architects, and builders choose wood with confidence.
Market Development & Demand Building
Through targeted programs, we increase the adoption of wood products in construction and design. Our WoodSolutions brand is the primary portal for building professionals, offering technical guidance, case studies, training, and specification support, making it easier for architects, engineers, and builders to select timber solutions confidently and correctly.
Education & Workforce Development
ForestLearning provides a platform to educate future generations about forests, timber, and sustainable practices. It supports schools, universities, and vocational training providers with resources, interactive tools, and curriculum-linked content, inspiring careers in forestry and wood products, and ensuring a skilled pipeline for the industry.
Stakeholder Engagement & Partnerships
Working closely with industry bodies, government, research organisations and other sectors we coordinate messaging, align advocacy, and amplify reach.
Monitoring, Evaluation & Reporting
Every dollar spent is tracked against performance metrics. We measure outcomes such as reach, shifts in perception, adoption of wood solutions, and return on investment.
Why it Matters to Industry
Collective Voice, Broader Scale
Rather than each company doing marketing individually (with limited reach), FWPA leverages collective levy funding to run national campaigns and professional support programs that no single entity could afford alone.
Risk Sharing & Strategic Alignment
By pooling resources, we de-risk market development, coordinate messaging, and avoid duplicate efforts across the sector. (research library)
Efficient Use of Levy Funds
FWPA is accountable to levy payers and government. We operate under statutory obligations and transparent reporting models (as required of RDCs).
Each marketing investment is justified through business cases, stakeholder consultation, and performance tracking. (Business partnership with GRAC, SMAC, Brand Managers etc)
Stronger Market Pull, Better Industry Growth
Through effective positioning and promotion, we help drive demand for sustainable wood, increase uptake in higher-value markets, and ultimately lift returns across the supply chain.
Credibility & Trust
Industry-led, scientifically backed communications build trust with regulators, clients, specifiers, and the community – reinforcing Australia’s reputation for sustainable forestry.
Your Levy, Your Benefit
When you pay the forestry levy, a portion is earmarked specifically for industry marketing and promotion. FWPA is mandated to use these funds for initiatives like WoodSolutions, ForestLearning, and The Ultimate Renewable™, always with full accountability and transparency.
By investing in marketing, we help create demand for Australian wood, support export and import markets, and enhance the long-term competitiveness of the sector. Your levy contributions help tell the story of sustainable forestry which is turning positive practices into market advantage and a resilient industry future.
ForestLearning – for education
WoodSolutions – for industry
TheUltimateRenewable – for consumers
Interested in Working with Us or Finding Out More?
Get in touch with Sarah Downey to discuss FWPA marketing & partnerships.