This is a copy driven campaign, designed to raise awareness of the FSC mark and of the benefits associated with buying a FSC certified product.
Everyone knows about choice and hidden extras, so when choosing a new table or something as simple as a wooden spoon, a few of the hidden extras are hi-lighted.
The suggestion for the URL is www.buygoodwood.org as this is exactly what people will be doing when they vist the site, buying sustainable products made of wood harvested from a managed source.
Other ideas for developing awareness could be a forest based application for social networking sites such as Facebook where, friend s can create a forest with trees sent to them by friends. This can demonstrate the variety of species looked after by the FSC and the geographical diversity.