Following the huge success and positive feedback generated through the 2022 campaign, the exciting next phase of FWPA-led brand The Ultimate Renewable™ has been unveiled.
An impressive $1.8 million has been invested into the refresh and evolution of this significant strategic initiative. Adam Dovile, popular presenter of the Seven Network’s Better Homes and Gardens, will once again be the face of the campaign as its official ambassador.
The latest iteration of The Ultimate Renewable™ includes a new television commercial, refreshed logo, re-designed website, and other updated brand assets.
It was officially launched at the Canberra Airport on Monday 31 July, Australia-wide outdoor advertising began on Monday 31 July, and the campaign’s centrepiece – a free-to-air television commercial – will run from Sunday 20 August until the end of September.
The television commercial boldly showcases the journey of trees from seedlings to harvesting and replanting, with messaging designed to challenge people’s perceptions of forestry and logging, and further reinforce the positioning of wood as The Ultimate Renewable™ resource.
While last year’s The Ultimate Renewable™ campaign focused primarily on wood as a building material, the 2023 campaign goes further by promoting the transgenerational benefits of wood.
Imagery of forests and wood-rich environments convey the important role that growing and using more certified wood can play in helping to tackle climate change for future generations.
Sarah Downey, the Head of Marketing and Communications at FWPA, said the aim of The Ultimate Renewable™ is to reshape public understanding of the sector and highlight the industry’s crucial role in environmental sustainability.
“When people see images of a newly harvested forest, they often think of it as a negative impact on the environment, but what they don’t always think about is the ability of trees to tackle climate change in their own right!
“By removing carbon from the atmosphere trees store that carbon in their wood, harvested trees are replanted for future generations, and the cycle continues,” Downey said.
“Supporting and celebrating the advantages of wood, its production and use through campaigns such as The Ultimate Renewable™ is a golden opportunity to reshape consumer perceptions.”
Extensive research amongst industry and consumers
The Ultimate Renewable™ has always used research-based evidence and facts to communicate the benefits and positive impact of forestry, and this year’s campaign is no different.
The first phase of research during the 2023 campaign development involved focus groups with stakeholders to get their initial takes on six different messaging concepts. Next, the team identified the four message concepts that resonated most strongly for further testing among the consumer target audience.
This research revealed more than one in three Australians feel they have either some or a complete understanding of the forestry and wood products industry. About seven in 10 indicated they would consider using wood for future renovation and building projects.
FWPA believes these perceptions are the result of wood being widely seen as a natural material, a sentiment that 53 per cent of respondents agreed with. However, it was also found that ‘natural’ does not necessarily equate to ‘sustainability’ in the eyes of some.
Overall, the research showed nearly two thirds of all Australians (65 per cent) perceive the forestry industry as sustainable. However, generational differences were highlighted, with one in four Aussies aged 18 to 34 believing the industry is not sustainable.
As a result, the 2023 campaign has a keen focus on targeting a younger audience, with the objective of educating and dispelling misconceptions about the industry.
When the team asked test audiences about their intended actions after viewing the new campaign, the message was found to be effective in driving support towards Australians trying to only buy wood products that are sustainably sourced.
You can find out everything you need to know about The Ultimate Renewable™ by clicking here.
