Alberta Forest Products Association
Love Alberta Forests
Changing Albertans’ perception of forestry
Our client, AFPA, was effective at engaging its member companies but needed to make inroads with Alberta’s general public. We created a sister brand, Love Alberta Forests, to focus on public education and engagement while the main AFPA brand continues to focus on members. We launched Love Alberta Forests in 2019 and have run multiple public information campaigns about sustainable forest management every year since. The insight that drove brand development was simple: Alberta’s forest industry workers love our forests as much as anyone else, and dedicate their careers to maintaining them for future generations. In the year we launched, Love Alberta Forests campaigns boosted positive perception of the forest industry by 10%. We’ve kept that trend going ever since with new campaigns and interactive experiences each year, including a CommArts award-winning virtual forest tour narrated by Nathan Fillion.
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