The Woolmark Co pulls content promoting wool’s fire retardant nature in light of bushfires

Woolmark FirefighterThe Woolmark Company has pulled down a webpage hosting content highlighting the benefits of wool, including its fire retardant nature, in light of the fires currently raging in South Australia and Victoria.

It had teamed up with the Australian Wool Testing Authority to create a video highlighting the benefits of wool which was accompanied by an article was hosted on The Woolmark Company website. It included a number of facts about wool, and how it can be used to increase safety and decrease fire risk within a home.

While the article was published in November last year, a series of automated Tweets were sent out in the first week of the new year as firefighters battled bushfires in South Australia and Victoria which has been said to the worst fire since the Ash Wednesday blaze which killed 28 people in 1983.

Woolmark fire website

The tweets and the content, created in house, have since been pulled in light of the current situation.

A spokesperson for the company said the content “was not intended to be linked in any way to the current situation in South Australia and Victoria.
“We apologise for any offence caused due the unfortunate timing of our tweets and the corresponding article, which have since been taken down.”
The tweets:

The Woolmark Company tweet

The Woolmark Company tweet

The Woolmark Company tweet


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.