The FSC label is the best way to be sure that a wood or paper product comes from responsibly managed forests. However, research showed that few consumers understood what the label means, or why they should be choosing FSC-certified products. WWF asked us to help raise awareness of the meaning of the label, and encourage people to make sustainable choices when buying wood and paper.
Our striking outdoor and press campaign sends home the message that our choice of wood or paper can have unexpected and far-reaching consequences. The posters and adverts drive consumers to a campaign website, where they can find out more information and sign a pledge to buy FSC-certified products. The campaign was produced in partnership with the EU and supported by the Co-operative Bank.