CoViD-19 pandemic restrictions are putting immense pressure on Aussie jobs, businesses and livelihoods. This is especially poignant now with the second wave of contagion and associated lockdown in Victoria. Source: Timberbiz
In response, Australia’s softwood timber processing industry has deployed a ‘Buy Aussie Timber First’ messaging campaign which focuses on why buying Aussie timber framing is so important at this crucial time.
“Aussie timber is a proven and popular renewable framing material that provides comfort and security for hundreds of thousands of Australian homes,” Australian Forest Products Association (AFPA) campaign spokesperson, Gavin Matthew said.
“When Aussie timber framing is manufactured today, it’s replanted for tomorrow, supporting a whole supply chain of jobs and communities. That’s why it’s the ultimate renewable framing material.”
The new campaign centrepiece is a website www.buyaussietimberfirst.com.au which is loaded with testimonials and photos from Aussie timber workers and is supported by broad digital and print media assets.
The campaign asks that the whole Aussie supply chain, including forest growers, plantation owners, harvest and haulage suppliers, value add timber manufacturers, timber wholesalers, merchants and fabricators, to get behind the message and make conscious and supportive purchase decisions in their businesses.
“Ideally that support, besides uploading your photo onto the campaign website, also includes giving preference to Aussie pine framing in your businesses,” Mr Matthew said.
“We’re not expecting 100% local purchase decisions but during these difficult times, every extra order that can be placed with a local sawmiller or timber manufacturer benefits more of your fellow Aussie workers.
“Additionally, it helps secure a more resilient local supply chain into the future, so that local timber supply will be there for everyone when we are recovering from COVID-19,” he said.
The campaign is a proud example of industry collaboration in a crisis, with domestic softwood timber sawmillers standing together and investing in the development and communication of this important message.
Participating companies are AKD, Boral Timber, Hyne Timber, OneFortyOne Wood Products, Timberlink, and Wespine, supported by their industry association, AFPA.
The campaign is gaining momentum and will now focus the messaging further down the supply chain to Australian builders and tradies in the coming months. This will include targeted advertising and editorials in builders’ magazines and publications, as well as online advertising to builders and tradies. There is also a new partnership and promotion with Carpentry Australia.
“Carpentry Australia is a trade association set up to support carpenters and the carpentry industry,” James Denton, Operations Manager at Carpentry Australia, said.
“We work with carpenters everyday who are proud Aussies and who love working with renewable timber. We must all support Australian timber to ensure that carpentry can continue to thrive, getting through this crisis together as Australians,” he said.
Mr Matthew said the partnership with Carpentry Australia was a natural fit for the campaign as promoting a strong message of supporting Aussie timber framing and jobs, to tradies and builders was a key focus.
“The partnership with Carpentry Australia is collaborative and innovative, building on digital media, giveaways, and Carpentry Australia members’ can join our mosaic of industry faces by uploading their pictures onto the campaign website,” he said.
Currently, builders and tradies are being encouraged to upload their photo and support on the campaign website and register for the opportunity to win some great giveaways. With over 140,000 exposures to members per annum through their social media pages, Carpentry Australia expects there to be a great interest by their membership.
The campaign will continue to evolve, having commenced with the generic messaging of Timber Framing – The Ultimate Renewable. Its foundational purpose is to educate and promote the benefits of using renewable timber products to builders in Australia, rather than alternative building materials.
“Today, that renewable pro-timber framing messaging also just comes with a ‘buy (more) local’ request, as we all respond to the challenges and uncertainty of COVID-19 in Australia, and support our businesses, our local industry, our local communities and local jobs,” Mr Matthew said.
