Grand Designs Australia host Peter Maddison stars in ad promoting sustainability of wood products
Forest and Wood Products Australia has launched a new campaign to remind Australians of the benefits of using wood and forestry products as an alternative to unsustainable materials when building.
The ad stars Grand Designs Australia host, Peter Maddison, who explains that that “wood is a continually renewable resource” and the replanting process behind Australia’s commercial forests.
The campaign launches the FWPA association’s new brand platform ‘The Ultimate Renewable’.
Ric Sinclair, managing director of FWPA, said that the campaign was devised to target the lack of knowledge that foresters actively replant the trees they harvest.
“The analysis undertaken by research consultancy, Pollinate, showed what was missing from the narrative was a focus on replanting. During our consultation, a common theme emerged … that forestry is a renewable industry,” said Sinclair.
“What we have created is a brand that everyone in the industry can embrace. Working together we can amplify the message and reframe forestry in the eyes of the public.”
The campaign will be executed across TV, social media, OOH and print until mid-September.
