A campaign to promote A campaign to promote wood in the UK wood in - PowerPoint PPT Presentation

A campaign to promote A campaign to promote wood in the UK wood in the UK David Bills David Bills Director General, Forestry Commission Director General, Forestry Commission Vice President, Wood.For Good Vice President, Wood.For Good

Main S ponsors Main S ponsors • Nordic Timber Council Nordic Timber Council • • The Forestry Commission The Forestry Commission • • UK Sawn Wood Promoters UK Sawn Wood Promoters • • Timber Trade Federation Timber Trade Federation • • Forestry and Timber Association Forestry and Timber Association • • Northern Ireland Forest Service Northern Ireland Forest Service • – Advised by:- - British Woodworking Federation : TRADA : Timber Decking British Woodworking Federation : TRADA : Timber Decking – Advised by: Association : UK Timber Frame Association : Building Research Establishment tablishment Association : UK Timber Frame Association : Building Research Es

One campaign One campaign • One obj ective: increase UK wood consumption One obj ective: increase UK wood consumption • • One proposition: environmentally One proposition: environmentally- -friendly friendly • • One voice: across Building & Living with Wood One voice: across Building & Living with Wood •

360° ° approach approach 360 Media Campaign TV - radio and magazines Advertising & Public Relations Toolbox Portal Everything you need to know to use wood Access to the toolbox through Website & Exhibitions Basics Education in how to use wood Representatives S preading the word about wood Next Generation Closing the Circle Educating future users Trade Marketing

Two sectors Two sectors Building with Wood Living with Wood Building with Wood Living with Wood ⇓ ⇓ ⇓ ⇓ Clients Homeowners Clients Homeowners S S pecifiers pecifiers and DIY and DIY- -ers ers Developers, Local Authorities, Housing Associations Developers, Local Authorities, Housing Associations Retailers & other suppliers Retailers & other suppliers S pecifiers S pecifiers Architects, Designers, Engineers, Quantity Architects, Designers, Engineers, Quantity S S urveyors urveyors Users Users Contractors, S ub- -Contractors Contractors Contractors, S ub Local Government Local Government Planners, Procurement Planners, Procurement Merchants Merchants

Media campaign Media campaign Advertising and public relations Advertising and public relations • National TV National TV • • Magazines Magazines • • Media Relations Media Relations • • Research Research • – Jaakko Jaakko P Pö öyry yry analysis of campaign to date analysis of campaign to date – (September) (September)

Results from Campaign / Programme Reviews Impact on Wood Consumption – Per Capita Consumption Development � The per capita consumption of softwood sawnwood in the UK has experienced a considerable Development of Softwood Sawnwood Per Capita Consumption growth since year 1999, in Selected European Countries 1990 to 2002 increasing to over 0.16 m 3 /capita - m 3 per capita - 0.24 during year 2000 and continuing to increase thereafter, reaching 0.22 levels not experienced since the boom of the late 1980’s. 0.20 � In view of the per capita 0.18 consumption development in other major sawnwood markets in 0.16 Europe it seems like the UK development has been particularly 0.14 strong. 0.12 0.10 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002F UK Germany France Netherlands

Wood is an easy material to use Wood is a fashionable material 21% 66% Sept 2000 Agree Agree 81% Agree Agree Sept 2000 92% strongly strongly 46% 74% Agree Agree June 2002 86% Agree Agree June 2002 strongly 94% strongly 0 20 40 60 80 100 0 20 40 60 80 100 I would like to use more wood in my home I am thinking of replacing my window frames with new wooden windows 18% 5% Agree Agree Sept 2000 67% Agree Agree strongly Sept 2000 17% strongly 46% June 2002 10% Agree Agree 73% 22% Agree Agree strongly June 2002 strongly 0 20 40 60 80 100 25 0 5 10 15 20 For every tree cut down, two are planted The number of trees in Europe is increasing 12% 13% Sept 2000 Agree Agree Agree Agree 38% Sept 2000 37% strongly strongly 22% 17% Agree Agree 48% Agree Agree June 2002 June 2002 44% strongly strongly 0 10 20 30 40 50 0 10 20 30 40 50