We have put together a video that demonstrates the incredible impact of our 2023 The Ultimate Renewable™ campaign in less than five minutes. Click here to watch the video for other stats, including the number of people that are likely to consider using wood in future projects and the impact on community understanding of the crucial role the sector plays in supporting environmental sustainability.
The marketing initiative, which ran from Monday 31 July until the end of September last year, included a new television commercial, refreshed logo, re-designed website, outdoor advertising, and other updated brand assets.
Extensive market research pre-campaign showed that Australians had a consistent knowledge and understanding of the industry but unaware of wood’s ability to store carbon. This insight enabled us to determine the strongest messaging and identify the most appropriate channels of communication for activities.
The television commercial boldly showcased the journey of trees from seedlings to harvesting and replanting, with messaging designed to challenge people’s perceptions of forestry and logging and reinforce the positioning of wood as The Ultimate Renewable™ resource.
Messaging also promoted the transgenerational benefits of wood, with imagery of forests and wood-rich environments used to convey the important role growing and using more certified wood can play in helping to tackle climate change for future generations.
The stats speak for themselves, with almost seven out of 10 people saying they saw wood in a more appealing light thanks to exposure to the campaign, clearly demonstrating the campaign’s success in improving perceptions of the industry among the general population and promoting its environmental benefits.
Click here to watch the video for other stats, including the number of people that are likely to consider using wood in future projects and the impact on community understanding of the crucial role the sector plays in supporting environmental sustainability.
While post-campaign research results clearly show the significant impacts of the activities of The Ultimate Renewable™ on reshaping public awareness and shifting overall support for the sector in 2023, they have also provided valuable learnings to inform future campaigns for an even greater effect.
The full report on campaign results is available to FWPA Members and Associate Members by contacting us.
Calling all members! Use The Ultimate Renewable™ assets in your own communications activities
All members are encouraged to use The Ultimate Renewable™ marketing assets in their own communication activities and add their voices to the industry-wide goal of championing forestry and sustainability.
By working together with a united voice, we can all play our part in helping to contribute to a more sustainable future for our planet, and the ongoing success of Australia’s forestry and wood products sector.
The assets are freely available at The Ultimate Renewable™ website for download and use. They are designed to demonstrate the beauty, sustainability and versatility of forest and wood products, and dispel misconceptions by providing clear, concise information about choosing wood products for a variety of purposes.
Discover more about how you can support The Ultimate Renewable™ and vice versa by clicking here.
