A new television commercial featuring award-winning architect Peter
Maddison, host of Grand Designs Australia will begin airing on Sunday 12th April across
Australia to inform hundreds of thousands of people about the environmental
advantages of wood.
The commercial for Planet Ark and Forest and Wood Products Australia (FWPA) , is produced under Planet Ark’s Environmental Edge brand and co-branded
Wood. Naturally Better., and will be aired on free-to-air and pay TV in
metropolitan and major regional markets in a short, targeted schedule.
Now in its fourth media campaign, the commercial has successfully
communicated the wood and carbon message to its audience. According to FWPA
Managing Director Ric Sinclair, research on the previous campaigns reveals greater
awareness of their key messages among the audience.
Planet Ark’s CEO Paul Klymenko said that Environmental Edge was
providing a valuable service delivering facts to assist people make more
informed environmental decisions; he also looked forward to the commercial
helping promote the use of responsibly sourced wood.
On free-to-air TV, the spot will feature on shows
such as Better Homes and Gardens, Good Chef Bad Chef, Sunrise and The Living
Room as well as movies, news and lifestyle programmes. A pay TV and online
schedule rounds out the campaign, aiming to reach a broad audience while
targeting people interested in building and renovating.