A prime focus of the International Tropical Timber Technical Association (ATIBT) is to develop the global market for third party certified sustainable tropical timber in order to incentivise maintenance of tropical forests and drive their third-party certification.
Its latest moves to this end are a new campaign to dispel popular myths about using tropical timber among specifiers, the media and influencers, plus a new English version of a comprehensive 80-page guide on use of tropical wood in construction.
The new digital campaign, titled True/ False is aimed at challenging people’s preconceptions about tropical wood and countering “clichés that undermine its true value”, said ATIBT communications manager Nathalie Bouville.
“The initiative aims to correct misconceptions and remind people that sustainable tropical forestry is part of the solution to current climate, social and economic challenges,” she said.
True/False was first unveiled at the inaugural Fomadecie environmental communications fair in Brazzaville, Republic of Congo in April, which brought together stakeholders from across the Congo Basin.
The initial run of the campaign on channels including LinkedIn and Instagram was through October and primarily targeted professionals in the architecture, construction, and public procurement sectors in France and Central Africa. It aimed to mobilise specifiers, journalists, influencers, and players in the timber industry with themed carousels featuring interactive stories real-life experiences in the tropical timber sector. It also involved collaborations with specialist press on sustainable development to reinforce its key messages to the marketplace.
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