What's Happening in Cannington, WA…

WWF Australia has launched a new campaign promoting the use of paper that is FSC certified. This new campaign follows on from its controversial 2010 ‘unprintable PDF’ campaign which urged the public to "Save as WWF, Save a Tree". However, this move concerned some Print companies across the country, which saw its core message as suggesting that the paper and Print industry were responsible for deforestation.


The new campaign, created by leading advertising agency Leo Burnett, encourages consumers to look for FSC certified products such as paper and Packaging. Forest Stewardship Council (FSC) is an international organisation focused on promoting responsible management of forests worldwide. Using FSC labelled products – from food Packaging to business card printing, helps to promote a business’s focus on responsible forest management.


The campaign will run across TV, Print and a children’s book asking consumers to "Look for products with the label FSC".


Andrea Wiseman, WWF Australia sustainable forests manager said the campaign’s main objective was to raise the profile of the FSC accreditation, with current brand awareness of FSC at just 9% according to the LOHAS sustainability report.

“The reason we are running the Love Your Forests campaign is not to promote the panda [WWF logo] but to promote FSC."

Wiseman said.


The campaign was also not just about increasing the recognition of the FSC logo "but to understand what it stands for".

He added:

"We give people options. If people want to use save as WWF, they can, but if they don't, we are saying use recycled or use FSC."

WWF Australia is based in Sydney, Brisbane, Canberra and Perth near Welshpool.Get a Free Quote for Packaging Get a Free Quote for Print