A JOSB Done well

In 2005 an industry group formed to tackle the long-held myths that the trade held about one type of timber panel - OSB. Research had shown that many builders didn't understand what OSB was and, as a result, often chose plywood for tasks, without question.

JOSB Done was born, supported by manufacturers Norbord and SmartPly and resin supplier Huntsman, with endorsement from the Wood Panel Industries Federation. Its one clear aim was to communicate the uses and benefits of OSB and demonstrate why it should be the panel of choice for a host of building projects, particularly if sourcing a UK or Irish-grown product is a criterion.

Now in its ninth year, JOSB Done has undertaken various tactics, setting out to challenge entrenched attitudes and misconceptions about OSB's properties and applications.

The campaign is still going strong, with its website offering a one-stop shop of information on OSB, a dedicated Twitter feed providing regular updates, a newsletter available to support the group's projects and an ongoing editorial programme which encompasses case studies, project advice and professional insights and endorsements.

From eye-catching adverts and exhibition stands in the early days, to merchant breakfast mornings, Apprentice of the Year competitions and, this year, an online series of instructional videos and a partnership with London design studio Material Lab, there's not much that JOSB Done hasn't done to illustrate why the industry should choose to use OSB.

The latter venture sees JOSB Done engaging with the design and specification community. Over the past nine years of the campaign, JOSB Done has focused on builders as the primary audience but, with more and more exciting projects coming through where OSB has been used for its form as well as its function, this year the message is being broadened.

The partnership will involve an evolving installation with the Material Lab gallery space, samples displayed for visitors to take away and various other attention-grabbing displays to demonstrate OSB's design properties and applications. This year will see numerous collaborations with the studio, including exhibition installation space at Clerkenwell Design Week (May 20-22).

Through these various engaging and educational initiatives, we have been able to advise builders, specifiers and merchants alike why OSB is an attractive panel proposition; and we have certainly made headway. The response we receive and the feedback from the ground is that our message is getting through.

Plywood has traditionally had a strong hold on the market but through product development and marketing by OSB producers, the balance of use in many applications is changing in favour of OSB. But, the task isn't over yet, which is why JOSB Done is still going strong today.

Linda Horvord, marketing manager at Norbord, one of the two manufacturers supporting the JOSB Done campaign, agrees: "We have to make sure we keep getting the message out. Some important sectors, such as the timber frame industry, are already major users and others are joining their ranks.

"Those users who have already made the switch invariably stay with OSB as they appreciate the consistent qualities," she added. "The campaign's aim though is to continue to spread the word and keep attracting more converts."

"JOSB Done has many facets and our focus this year is to talk to different audiences in different ways to get our message across," said Mike Harrison, marketing manager at fellow campaign supporter, SmartPly.

"We're in a unique position to talk on a generic, informative level about OSB, its benefits and uses, and we continue to invest because of the positive response we continue to receive.

"JOSB Done is unique and the fresh thinking and new ideas brought by the campaign each year are making a real difference to the timber industry in the UK and Ireland," said Mr Harrison. "We'll be here as long as people need the right information and the right panel solution."

Campaign timeline and key activities

• 2005 - the JOSB Done group formed and the campaign focused on communicating the findings of its industry survey into attitudes towards OSB.
• 2006 - press trip to Inverness to kick off the editorial campaign, starting the conversation in the press and initial advertising campaign.
• 2007/2008 - "OSB vs." series of videos showing OSB being put through its paces; advertising campaign featuring models; 'tough talk' competitions and theme; attendance of JOSB Done at Interbuild two years running with T-shirt giveaways and experts on stand.
• 2009/2010 - commentary reflecting on the findings of the Greenpeace report; three clear messages communicated through advertising, case study development with joinery, garden building and timber frame housing companies and round table debates.
• 2011 - broader campaign speaking to various audiences; focus on editorial activity; and guest lecture at Mid-Cheshire College and practical challenge for the students.
• 2012 - refocus on the builder audience; 'Get on Board' builder mornings at merchants; first year of JOSB Done's Apprentice of the Year competition with the final held at the Norbord factory in Inverness, Scotland.
• 2013 - "Points on the Board" football tournament toured merchants to give away a big tool prize while talking to builders on the ground about their timber choices; second year of JOSB Done's Apprentice of the Year competition with the final held at the SmartPly factory in Waterford, Ireland.
• 2014 - partnership with design studio Material Lab in London to communicate with the design audience; development of a series of 'how to' videos working with Roger Bisby to show OSB in its variety of uses; a new Twitter page @JOSBDoneUK set up to support the campaign.