OFIC

In 2021, the enactment of the Private Forest Accord marked a significant update to Oregon’s forest practice laws, necessitating a novel public outreach effort. Historically reliant on partnerships for public education, the timber industry required a new strategy to reengage citizens with the longstanding forestry tradition.

For the OFIC, we crafted a dynamic and multifaceted outreach strategy to enhance public understanding and engagement. This included producing a TV commercial, launching out-of-home (OOH) and display ads, and creating event collateral and materials for local businesses. We also filmed explainer videos to elucidate complex topics and crafted social media vignettes that highlighted quick, engaging insights into the industry. This comprehensive approach was designed to amplify reach and impact across diverse media channels, ensuring a broad and effective dissemination of the campaign's key messages.

Our “For the Trees” campaign successfully reinvigorated public interest and support for the timber industry by emphasizing shared values and the collective benefits of sustainable forestry. The campaign’s narrative and visual storytelling, supported by a robust digital presence and targeted advertising, effectively communicated the industry’s commitment to ecological and economic harmony