Around 50 timber industry representatives attended a summit meeting to discuss the relaunch of the wood for good generic timber promotional campaign at the Building Centre on September 16.
The meeting was chaired by architect Craig White, who said “we can no longer whinge for wood against competing products”. “Lean” and “focused” were watchwords used at the meeting to describe what wood for good may look like in the future.
Adverting agency Exclaim! presented a possible campaign take on the way forward for wood for good, using an icon of scales to weigh up timber’s benefits against competing products in terms of Co2, using the strapline “CO2ts Less”.
Exclaim!’s Stephen Reed proposed a rework of the wood for good website, and a targeted mail and email campaign alongside heavy advertising in trade journals. An early 2010 launch is earmarked, with a target 95% penetration of the key readership market in three months. The consensus of the meeting was positive, with many industry leaders affirming that they intend to propose direct funding.
However, the Forestry Commission said it would focus on research and study of timber’s carbon credentials, instead of funding the campaign.
The previous wood for good organisation was wound down earlier this year facing rising costs and declining industry contributions. The website and brand have been kept alive.
