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New Ultimate Renewable campaign challenges consumer perceptions

Adam Dovile

After a successful campaign in 2022, FWPA’s The Ultimate Renewable 2023 campaign was launched in Canberra Airport on Monday and will go live across Australia on 20 August. Source: Timberbiz

The imagery in the new television commercial and campaign challenges the current consumer perceptions of forestry, showing harvested and then replanted trees to reinforce The Ultimate Renewable positioning.

The new campaign will launch across free to air television, streaming video, out of home, radio, and social media, and is once again presented by popular ambassador Adam Dovile, builder and television presenter.

While last year’s message focussed primarily on wood as a building material, the new campaign extends the communication from seedlings to final product and promotes the transgenerational benefits of wood.

Accompanied by videos and images of forestry and children in wood-rich environments, the messaging conveys that by growing and using more certified wood we can tackle climate change for future generations.

“This is an opportunity to reshape consumer perceptions of the industry,” said Sarah Downey, Head of Marketing and Communications at Forest & Wood Products Australia (FWPA).

“People are naturally saddened when they see images of a newly harvested forest area, but what they don’t think about is the climate-change-tackling carbon stored in the wood that’s been removed from the atmosphere by growing trees and the replanting of the trees for future generations.

“Sustainably sourced wood is an important renewable building material, and we should be supporting and celebrating the renewable aspects of its production and use.”

The 2023 campaign is expected to achieve great results after the previous campaign resulted in one quarter of Australians recalling seeing at least one of The Ultimate Renewable messages.

The 2023 media buy will see the commercial run throughout top-rating programs such as The Block, Seven and Nine news and both AFL and NRL matches, including their finals series via video on demand.

A wide range of free-to-access campaign materials will be available in The Ultimate Renewable Digital Toolkit, on the new website –