C A M P A I G N D E S C R I P T I O N
Forest Stewardship Council Campaign
The campaign for introducing the Forest Stewardship Council requires a balancing of conservancy ethics with consumer incentive.
The advertisements for print focus on the global nature of the FSC, with the four main forest product lines (building materials, paper, furniture, and flooring) shown in quadrants of a sphere. The conservancy aspect is brought forward by the logo, setting forth the tree/checkmark symbol as a proactive graphic for environmental standards. ‘Every Time You Buy/ Keep a Forest Alive’ is the main message for the consumer, demonstrating that the FSC advocates products that will protect forestation. The quarter-page ad incorporates these elements with the FSC logo and the global forest products introduced side by side to demonstrate their relationship.
For the Web, the FSC needs to direct greater emphasis on the environmental impact. Using a photo image of a forest, it best serves to underscore the vitality of the environment. The banner holds the FSC logo diametrically to the product globe with the full name of the FSC bridged between them. The skyscraper achieves the same in a vertical orientation. The button, with such a small amount of real estate, operates strongest with the FSC logo surrounded by a greener band.
I recommend www.healthywoods.com as a URL designed to encapsulate the
far-reaching, global unification of the Forest Stewardship Council. The name Healthy Woods speaks to all age groups and easily provides remembrance value for gaining user acceptance over other web sites created for environmental purposes. Taking the word "woods" as the focus for both forests and for the products generated from them, Healthy Woods works to offer a very direct, positive position for the consumer of new products.
From its site, www.healthywoods.com could portray the efforts of the FSC and then categorize the products that the Council approves, including contact information and shopping solutions.
Helping us to build strong bonds around the globe, the forests which give us our modern-day wood products can be assured that this supply will not be depleted to oblivion, thanks to the efforts of the Forest Stewardship Council.