The Swedish Forest Industries Federation is currently conducting a campaign in France designed to persuade more Frenchmen to start using even more wood. The campaign "Je dis OUI au bois pour dire NON au CO2" (“I say YES to wood to say NO to CO2!”), aims to position wood as an environmentally friendly material.
Wood - a sustainable material
The goal of the French wood campaign is to persuade consumers to choose wood and wood products for interiors, building and renovation projects. The important role of wood for the environment and society is highlighted with the message that wood can offer a solution to climate change since it binds carbon dioxide and is a renewable raw material.
A powerful TV commercial
The target groups for the French campaign are the general public and the building industry. The campaign consists of a commercial which is being shown on the French television channels France 2, 3, 4 and 5. In parallel an advertising campaign is being launched in the trade media. with "bois.com" as the sender ("bois" is the French for wood).
The campaign is being conducted in cooperation with the French organisation for furniture and wood industries CODIFAB and the Finnish Forest Foundation.
France - an important market for Swedish timber
France is one of Europe’s largest markets for sawn softwood with annual imports of 3.9 million m3. France is an important and growing market for the Swedish forest industry. The Federation’s campaign in France is its biggest European investment for 2010.
A continuation of "Le bois c'est essentiel"
This campaign is a continuation of the earlier campaign "Le bois c'est essentiel" (wood is essential), which started 2004 and was a partnership between the Swedish Forest Industries Federation and the French industry organisation CNDB (Comité National pour le Développement du Bois). This campaign included advertisements, seminars, and a webbpage. Advertising, PR and other activities attracted French readers to the website, which was packed with information and inspiration.
Campaign manager and steering group
Otto Bosch is campaign manager
Jan Söderlind (chairperson) – Swedish Forest Industries Federation
Philippe Cacheleux – Setra Group
Mikael Grevesmühl – Stora Enso
Jaques Morand – Les Bois de la Baltique/ SCA Timber