This awareness campaign stimulates the viewer to be part of the solution to protecting forests around the world through the purchase of FSC-certified products. The viewer is directed to the website www.buyFSC.com. This url was chosen because it is simple and easy to remember.
The visual concept of the awareness campaign focuses on two main elements: 1) healthy sustainably-grown forests, and 2) a cardboard box - the most basic packaging material. The box is used to represent the product. A healthy forest is depicted inside the FSC-certified box to suggest that one should not only think of the product itself when making a purchase but also of the fact if it was made from environmentally and sustainably-managed forests.