‘increase awareness
of wood uses’
Nationwide Campaign: public awareness of wood uses
– Te Uru Rākau New Zealand Forest Service and the New Zealand Forest Growers Levy Trust
About
We were approached by Te Uru Rākau – New Zealand Forest Service and the New Zealand Forest Growers Levy Trust to develop a nationwide campaign promoting wood and the many ways it benefits New Zealand and New Zealanders.
Seven key themes were established to represent the uses and benefits of forestry across the country: Carbon Sequestration, Forestry on Farms, Timber used in Engineering, Biofuels, Lifestyle uses/benefits, Māori uses/benefits and Indigenous forests.
We were tasked with creating a brand for the campaign that would resonate with the general public and key stakeholders, and provide a platform to showcase these seven themes.
Approach
We wanted to emphasise the natural side to wood as a resource. To give it a uniquely New Zealand element, we did this through a te aoe Māori lens, working closely with Māori strategist, Dan Brown.
The logo marque concept centres around Papatūānuku and Ranginui (our earth mother and sky father). The elements of the logo device are six pou (pillars), representing six atua (gods) coming together. Together with a seventh pou to acknowledge the connection between Rangi and Papa, they form the strong shape of a tree, and at the same time reflect the seven themes central to the campaign.
With a logo established, we created a brand system that has underpinned a successful national campaign with digital and print advertising, as well as forming the basis for the look and feel for the Fieldays® Forestry Hub interiors.
Outcomes
Approximately 28,000 people attended the Forestry Hub in its first year, TV ads were estimated to reach 1.6m people and thousands of visitors to the website were recorded every year, showing how effectively the campaign promoted the benefits of forestry to a wide audience.
The campaign also won the Primary Sector Communications Campaign Award (from the NZ Guild of Agricultural Journalists and Communicators) for its excellence in communications across the different sectors within the primary industry and other stakeholders, partners and interest groups.
