Wood & Panel
Home » Featured News » A joint campaign on Responsible Forestry wins silver in PR Awards Asia

A joint campaign on Responsible Forestry wins silver in PR Awards Asia

 Friday, August 5, 2016

FSC_kimberley clark_PR_awardA joint campaign by FSC, Kimberly-Clark, and WWF won the Silver Award in ‘Environmental Campaign of the Year’, PR Awards Asia 2016, a prestigious industry award in the Asia Pacific region.

 
The campaign, titled ‘Responsible Forestry’, aimed to raise awareness and educate consumers on the importance of choosing FSC-certified products – by inviting them to play an active role in protecting forests. The campaign focused on Asia Pacific markets and a series of localized campaigns across Taiwan, Australia, and Singapore, which educated consumers and brought about a change in behaviour.

 
Through integrated marketing programmes that connected consumers with forests, pressing environmental issues (such as deforestation and haze in South-East Asia), and the power of responsible purchasing, the campaign was well received and achieved overwhelming results – consumer awareness of FSC more than doubled in Australia and the campaign in Singapore saw a spike of 23.9 per cent in Kimberly-Clark’s 2015 fourth-quarter sales.

 
FSCOn the environmental side, the Australia campaign helped raise AUD152,000 to protect orangutan habitat in Borneo, while the Singapore campaign helped raise fund to protect TessoNilo National Park, in addition to donating 200,000 N95 masks that help people living in Kalimantan and central Sumatra haze hotspots.

 
The campaign also increased awareness in Asia both among consumers and the business community – the latter seeing responsible forestry as a potential business opportunity. Alistair Monument, Regional Director of FSC Asia Pacific, says, “The campaign result reflected that FSC certification can increase business profitability, that the consumers in Asia would prefer responsibly produced products when there are options. Asia has the largest population in the world and the market potential is enormous. FSC will continue to work with our partners and drive the sustainability movement in the region.”

 

Tags: , , , , , , , , , , , , , ,

Comments:

Read Magazine Online

Subscribe to our Newsletters

I want to receive wood industry news and event update from Wood & Panel. I have read Wood & Panel Privacy Notice.

Our Partners

medwood

LINKEDIN