Wood for good is back
Published: 04 February, 2011
UK: Wood for Good – the timber industry's sustainability and awareness campaign – has appointed a consortium led by branding and design agency, Tayburn, to manage its re-launch during 2011.
Alongside PR consultancy Citypress, Tayburn is to revitalise and re-launch the Wood for Good brand, website, advertising and marketing campaign as well as to start a legislative programme of lobbying.
Wood for Good will unveil an ambitious policy manifesto later this year to promote timber's carbon supremacy to key government departments and agencies in Westminster, Cardiff and Holyrood.
As part of a proposed new focus, the campaign will now aim to promote the aesthetic and practical benefits of using wood in addition the traditional sustainability messaging of its 'CO2 Less' proposition.
Wood for Good said the campaign will help to dispel myths and will act as a key driver for demand.
The campaign is also planning to expand its reach across key strategic audience groups, including architects, contractors, designers, engineers, and builders' merchants through a combination of targeted advertising and PR.
John Kissock, chairman of Wood for Good, said: "The Government's recent report from its Sustainable Construction Innovation and Growth Team laid down the gauntlet for the industry last year. The UK's wood and wood products sector will only seize the opportunities presented to it by coming together to speak with a single coherent voice.
"We have been dealt the upper hand in a debate of national importance about the impact of building products on climate change and it is time we capitalised on it."
Jon Stevenson, business director from Tayburn, added: "Our campaign is focused on one goal - drive the increase in wood use – and we already have a great momentum behind us.
"We are aiming to both influence the legislative environment on the need to promote wood as a sustainable option, while also engaging with a trade audience to inspire them to use more wood and give them the information and tools on how to do so."