E: monique@upandup.com.au | P: 0403 126 387


Social Marketing Campaign and Brand development.

‘Love Your Forests’ is an unique campaign – asking business, NGOs and everyday people to come together to ensure our forests survive.

We collaborated with WWF to develop their first consumer facing campaign to promote greater awareness of the FSC eco-lable.

‘Love Your Forests’ is a WWF campaign in association with the FSC. It is unique in asking businesses and consumers to come together to ensure our forests survive.

To celebrate the UN International Year of Forests, WWF wanted to create a campaign to further support its GFTN (Global Forest & Trade Network) participants, in recognition of their leadership on sustainable, environmental best practice; and to increase awareness of the FSC logo as an eco-label.

The ‘Love Your Forests’ slogan was a natural fit to inspire a positive and proactive response. The campaign is intended to stand on its own as a catchment brand to educate, engage and empower general consumers on the reality of our forests.

As the Campaign required a co-branding solution weneeded to ensure the integrity and value of the WWF brand as a credible environmental advisor, whilst meeting the FSC style guide requirements.

The call to action, helps consumers easily engage the issues based on any or no knowledge of forestry best practice.

You will see the Campaign roll-out in Supermarkets on selected consumer products, the WWF website and online through partner websites .

Launched in Sydney and in Melbourne at the Melbourne Museum in March 2011.

The Love your forests Brand development process was also featured in Desktop Magazine, you can check out the article here.

Campaign outcome:

UP&UP Creative partnered with WWF to launch the first consumer facing campaign that used the precious WWF logo, co-branded with the FSC ( Forest Stewardship Certification ) logo and rolled out with product brand partners across Australia.

The decision to allow the use of the WWF log was to help empower consumers to use their buying power to help create market change.

WWF signed on Kimberly-Clark onto the Campaign which required Kimberly-Clark to change over the paper pulp source to FSC certified. The swap to FSC has been successful with the Love Your Forest/ FSC Awareness Campaign logo has now rolled out on products.

  • Kleenex Cottonelle toilet paper
  • Kleenex Facial Tissue
  • Thick ‘n’ Thirsty paper towels
  • Viva paper towels
  • Wondersoft toilet paper

WWF’s aim is to increase Australian consumers awareness of the FSC eco-lable and influence best practice paper production for brands to use sustainably managed forests. We believe the Campaign has been successful with further opportunities for WWF to use the Love Your Forests platform for further advocacy and market awareness.

This project was featured on Desktop Magazine’s blog in July 2011, check out the article here.

Learn more about the Campaign @ www.loveyourforests.org