My design for the campaign mainly revolves around the idea of what is going on behind an FSC product, thus the leaf-shape logo – The Story Behind FSC Chair. The main ad is an image of a chair, which is very common and can be found in almost every household. However, if the chair is made from timber sourced from FSC certified forest, it is more than just a normal chair. Through buying FSC certified chair (or other products), the consumers help to preserve the forest and wildlife. They also help the indigenous people and local community whose livelihood depend heavily on the forest, and consequently enable them to have a better living condition by improving hygiene standard and education facility.
The online ads include the banner and skyscrapper, which have the same theme as the main ad. The button will be the leaf-shape logo. In addition, I also suggest using the main ad as a pop-up window.
To extend the campaign and increase exposure, I suggest producing leaf-shape card – Story behind FSC Chair, with FSC information at the back, which can be attached to FSC products to raise consumers’ awareness and educate the younger generation.