We’ve all become used to the call for the industry to raise the profile of timber and those of us served by the TV networks which aired the Wood for Good adverts will have witnessed timber marketing at its slickest.
Whether the message is in-your-face or subliminal, there is no doubt that the small screen has enormous influence over us.
From a timber industry point of view that can, of course, work for and against and last Sunday’s BBC schedule proved just that.
It kicked off with Countryfile in which a slot was devoted to forest certification. The reporter conducted interviews with members of the public, representatives of both the FSC and PEFC and retailers such as B&Q and Woolworths.
The conclusion reached was that the public, although concerned about environmental issues, weren’t really aware of the various certification initiatives or what the FSC logo signifies.
The message to the public was ‘this is what you should be looking for’, while the message to the trade was ‘sort out your differences and establish one clear certification system’. It’s also the view of the TTF which has pledged to help end the ‘tribal warfare’ between the FSC and PEFC.
So far, so good.
Sunday evening was a different kettle of fish. I imagine the viewing figures for Ground Force are enormous. How very unfortunate, then that Alan Titchmarsh’s painstakingly painted mural should be on plywood which delaminated overnight during a downpour.
‘I thought it was marine ply,’ he said indignantly. ‘It’s supposed to be WBP,’ retorted Tommy Walsh before hurling it on to a skip.
Whatever it was, it was at best an embarrassment and at worst a disaster. Their disgust was evident and will have been witnessed by millions. It was an excellent PR opportunity turned into a potentially damaging fiasco.
The TTF’s codes of practice and conduct (TTJ May 19) can’t come soon enough.
