The Ultimate Renewable™ campaign
The Ultimate Renewable™ campaign has entered a new era. Starting with a three-month pilot in August 2024, we’ve transitioned to an always-on campaign aimed at improving consumer perceptions and strengthening long-term demand for wood and wood products all year round.
By focusing on digital, print and audio channels, this new strategy stretches the campaign’s reach and impact further, keeping messages in front of key audiences consistently and cost-effectively. The campaign is fronted once again by trusted ambassador Adam Dovile and features the powerful messaging: Wood. Grow, Harvest, Repeat.
Delivering Consistent Visibility Since August 2024
Since launching in August 2024, the campaign has run across a variety of platforms, targeting both metropolitan and regional audiences. Highlights include:
- SEN and AFL Nation radio (938,000 combined weekly listeners)
- A full-page feature in the AFL Grand Final Record, with over 1.3 million estimated readership
- Ongoing SEN digital advertising to reinforce messaging across sports media channels
Targeting the Right Audiences at the Right Time
Digital channels remain central to the campaign’s success. Facebook and Instagram ads have been running since November, tailored primarily to younger metro-based women—a cohort identified through FWPA research as especially receptive to sustainability messaging. These are complemented by Google Display ads reaching broader segments with aligned interests and values.
Phase 2: Expanding and Diversifying Channels
In February this year, we ramped up activity through additional high-impact placements including:
- YouTube pre-roll ads and expanded Google Display presence
- A strategic content partnership with Channel 9, including ad placements during Married at First Sight (with an estimated 2.4 million viewers) on 9NOW (catch-up TV)
- Digital and print placements in SMH, The Age, and AFR Life & Lifestyle
- Street furniture advertising rolled out across NSW, ACT and VIC, with WA, QLD, SA and TAS scheduled for April–May
- Sponsorship of Bendigo Spirit and Mavericks women’s sports teams, with accompanying visibility across SEN digital, social, and the AFL Record starting in April – May
The campaign also took advantage of a high-traffic moment during Parliament sittings in March, running digital ads inside the ACT airport’s Qantas Lounge. These placements will return in June, with an average dwell time of 44 minutes providing extended exposure.
Phase 3: Sustaining Momentum into Mid-2025
From April through June, FWPA is building further momentum by:
- Securing a second major content partnership with Channel 7
- Exploring new audio placements including radio, podcasts and Spotify ads
This next phase aims to deepen engagement, grow audience familiarity, and reinforce the campaign’s core sustainability message.
Supporting the Industry, Backed by Evidence
Our campaign is grounded in extensive consumer research, social license insights, and previous years’ campaign evaluations. Every element is designed to improve perceptions of wood as a renewable, environmentally responsible material of choice—and ultimately drive consumer demand.
For FWPA members, this strategy means better year-round visibility, more cost-effective media buying, and clearer returns on investment. Most importantly, it ensures wood and wood products stay front of mind in a competitive materials market.
We’re committed to sharing campaign results, learnings, and future plans with members as they become available.
