On Sunday April 12th across Australia, award-winning architect Peter Maddison, host of Grand Designs Australia, will enter the living rooms of hundreds of thousands of people, talking to them about the environmental advantages of wood for Planet Ark and FWPA.
The commercial, produced under Planet Ark’s Environmental Edge brand and co-branded Wood. Naturally Better.™ returns to free-to-air and pay TV in metropolitans and major regional markets in a short, targeted schedule.
Now in its fourth media campaign, the commercial has successfully communicated the wood and carbon message.
“Tracking research has indicated excellent increases in awareness of our key messages from the previous campaigns with 70% of respondents saying the points in the ad were believable and 66% saying the message was clear.” said Ric Sinclair, Managing Director of FWPA, “Our market research also shows this ad is effective in helping people’s understanding of the environmental benefits of wood – and indicates that Peter, our presenter from Grand Designs Australia is doing a great job. I look forward to this campaign continuing to create good results for our industry.”
In the commercial, Peter Maddison explains that wood stores carbon and that carbon is better locked away in wood than free in the environment. He ends by suggesting that by choosing wood, viewers are doing good.
Planet Ark’s Environmental Edge is a series of advertisements designed to provide people with facts to help them make more informed environmental decisions.
Paul Klymenko, Planet Ark’s CEO, said that Environmental Edge was providing a valuable service delivering facts to assist people to make more informed environmental decisions and that he looked forward to the commercial helping promote the use of responsibly sourced wood.
On free to air TV, the spot will feature in programs such as Better Homes and Gardens, Good Chef Bad Chef, Sunrise, The Living Room, movies, news and lifestyle programs.
A pay TV and online schedule rounds out the campaign, aiming to reach a broad audience while targeting people interested in building and renovating.
The commercial can be viewed here.
