The Australian Forest Products Association (FWPA) congratulates Forest and Wood Products Australia (FWPA) on its successful ‘The Ultimate Renewable™’ marketing campaign, which promotes the environmental benefits of using sustainably grown Australian timber and its effectiveness in tackling climate change, Chief Executive Officer of AFPA, Mr Ross Hampton said today.
FWPA has announced that 25 per cent of Australians have seen the campaign, with tracking research showing it’s positively changing opinions.
The $1.8 million campaign has been promoted in all major and regional Australian cities; through TV, social media, billboards, online articles, outdoor displays and print mediums between July and September this year.
“It’s great to see evidence that the campaign is spreading the message that Australia’s forest industries and the use of sustainably sourced timber helps the environment. The misconception that our industries hurt the environment is being eroded,” Mr Hampton said.
Some of the campaign’s positive metrics include:
- Most trees that are harvested in Australia are replanted (78 per cent of those who had seen the campaign agreed, versus 67 per cent of those who hadn’t)
- Wood is the only renewable building material (65 per cent of those who had seen the campaign agreed, versus 51 percent of those who hadn’t)
- Australian forests are sustainably harvested and replanted according to a long-term plan (71 per cent of those who had seen the campaign agreed, versus 59 per cent of those who hadn’t)
- I think it is okay to harvest and replant Australian native forests (67 per cent of those who had seen the campaign agreed, versus 56 per cent of those who hadn’t.)
“Those of us involved in Australia’s forest industries have understood for a long time the positive environmental impact thy have. It’s great to see this positive education campaign reaching the wider community,” Mr Hampton concluded.