Choose Wisely emphasizes the human side of responsible forestry: the lives of the people who live in and depend upon forests for their lives.
The potential viewers are already environmentally aware and believe their purchases make a difference. It is likely that they already buy organic and fair trade products, have joined or will join NGOs, and consider themselves socially conscious. Yet they may not be aware of the global implications of their purchases of everyday wood and paper products. By establishing a strong visual connection with the eyes of a Peruvian Amazon indigenous woman, Choose Wisely builds a strong emotional impact to call the viewer to action.
Web domain suggested: forestryforlife.com
Full of hope, this domain summarizes the positive, pro-active act of selecting FSC-certified products.
Photo credit: Roman Shiyanov (iStock photo, license available)