First established by the Australian Forest Products Association’s Softwood Manufacturing Chamber and funded by the Timber Framing Collective, the 'Timber Framing: The Ultimate Renewable' campaign focuses on increasing market share of timber products within the construction industry.
Research from the Timber Framing Collective revealed that builders and homeowners consistently choose timber for its structural integrity, environmental benefits, and convenience. Timber’s reputation as an environmentally responsible material has earned it the recognition of being 'the ultimate renewable' in Australia.
As of 1 July, the WoodSolutions team will manage the campaign, supported by an industry panel of manufacturers and supply chain partners. Christine Briggs has been brought onboard as Campaign Manager, bringing extensive experience in sales, marketing, and industry knowledge to enhance the campaign’s message and direction. The campaign will be rebranded under the WoodSolutions brand, leveraging established networks and authority within the design and build sector.
Kevin Peachey, FWPA’s Head of Build Environment Programs and WoodSolutions, emphasised the campaign’s importance in supporting the goals of the industry.
“Timber is a cost-effective, long-lasting, and sustainable option for framing in construction, and we believe it should remain a part of the DNA of Australian homes,” said Kevin.
The timber framing industry employs over 45,000 people across the supply chain, providing significant job opportunities. The goal of moving this campaign to the WoodSolutions brand umbrella is to highlight the advantages and promote timber framing as the preferred material among builders.
“Under Christine’s guidance, Christine and the WoodSolutions team can target its creative and strategic efforts to communicate this story to builders, developers, and the broader construction industry.”
“From bolstering jobs and the supply chain to delivering cost-effective, renewable materials and creating high-quality, durable homes, timber framing is a success story from beginning to end,” Christine remarked.
“I am eager to highlight timber framing’s essential role in Australian homes.”
The Timber Framing Collective has developed a range of information and resources to promote timber framing in construction, highlighting its sustainability, wellness benefits, sturdiness, and durability. This information will soon be rebranded and housed on the WoodSolutions website for cobranding access for builders and the wider industry.
Stay tuned for more updates on how to communicate the ultimate renewable messaging and the sustainable benefits of timber framing to your clients.