WOOD, PAPER, CHECKMARK: design an awareness campaign for sustainable forestry

Competition Details

Forests for the Future

by Elaine Kwok

My submission is a campaign that includes two print ads, two web banner ads and a web button.

My intention for the campaign is to show that all of our choices – big and small – have an impact on the world and everything in it, a concept that is familiar with environmentalists. The tagline “what does your [wood/paper/table] say about [you/me]” is a message for viewers to think of how certain products can make a statement about one’s commitment to sustainability. It also challenges readers to ask themselves where their wood products come from, and how buying certain products can make a positive change. They are then prompted to visit the website for more information.

The URL www.ForestsForTheFuture.com plainly captures the purpose of the Forest Stewardship Council, which is to have forests that are sustainable both environmentally and socially. It also communicates the very important concept of the “future”. I use this concept very heavily in this campaign through copy and imagery (e.g. photos of young people). I want to emphasize that choosing FSC products is a choice that will continue to affect the world, long after the purchase is made, an especially important idea considering the life span of flooring and furniture.

The images are meant to emphasize feelings of warmth and serenity, as well as showcase a beautiful wood/paper product. They are meant to convey the solution, rather than focus on the problem, which can be heavy and depressing. I find that consumers are more receptive to issues of sustainability when offered a clear solution in an optimistic manner. Considering all the problems and issues they are faced with, it is easy to shut down when approached with such an all-encompassing and complicated issue.

My hope for this campaign is that it will inspire people to educate themselves, and to recognize the FSC logo as a reliable marker for sustainability.

Thank you for taking the time to review my submission.