WoodSolutions Launches Updated Timber Framing Campaign

The Timber Framing Campaign Has New Assets and Expanded Digital Push

Industry’s timber framing campaign is now live on the WoodSolutions website with updated resources and assets to boost adoption. Managed by Forest & Wood Products Australia’s (FWPA) WoodSolutions program, the refreshed and updated page and campaign assets are available free to download by industry to support their timber framing promotional efforts. 

Expanding the reach of timber framing

The decision to integrate the timber framing campaign under the management of the WoodSolutions program was strategically made to harness its expansive and reputable audience, along with its robust and growing database. This move aims to maximise the campaign’s reach and deepen engagement with key stakeholders across the industry, ensuring the messages resonate with a broad and influential audience. With tens of thousands of users each month, the WoodSolutions website is a powerful platform to promote the pro-timber framing messaging.

The campaign will be supported with a boosted digital campaign that will target key decision makers in large residential building companies and inspire them to embrace the campaign and its co-branding customisation opportunities. The digital campaign will also engage with proud entrepreneurial tradespeople and share the promotional assets across their platforms and business promotion. The overall aim of these efforts is to support building a better business by promoting the use of renewable timber framing.

Market research backs the campaign

As with everything that FWPA and WoodSolutions does, the rebranded creative assets are built on valuable insights gathered over the six years since the campaign’s launch. Key findings from the 2021/22 research by the Timber Framing Collective include –

Builders respond

• More likely to rate sustainability credentials as important in their choice of materials compared to previous year (increase from 27% to 48%)
  • The influencers to choose timber framing are:
  • Flexibility if plans change
  • Easy to renovate
  • Renewable and responsibly sourced
• There is an increase in positive sentiment towards the timber industry (74% to 83%) AND about how the timber industry impacts the environment (51% to 72%).

Consumers say

• Still rate sustainability credentials as an important part of the building process (59%)
• Most consumers would like their builder to provide materials that are good for the environment. However, cost of materials is increasingly important in the decision-making process.
• Influences to choose timber framing are –
  • Low cost
  • Fast to assemble
  • Environmentally friendly.

Research indicates a strong interest in sustainable building materials among both consumers and builders, presenting our industry with an opportunity to share an impactful sustainability narrative. Specifically, builders favour proof points that highlight forestry replanting practices, alongside straightforward messages about the advantages of timber framing.

We can effectively communicate through messages such as – “Choose renewable, sustainable timber framing”, “Certified sustainable timber framing is the responsible choice”, and “Your timber framed home stores carbon absorbed from the atmosphere during photosynthesis and helps address climate change.”

We find that consumers respond positively to evidence related to sustainability and rejuvenation, particularly statements that are clear and informative such as –

• Timber framing is a natural way to remove greenhouse gases from the atmosphere. Trees grow for around 30 years before they are harvested, allowing them to capture large amounts of CO₂. Approximately half the dry weight of timber framing is carbon, which is locked up and stored for the life of the timber.
• People have negative perceptions about logging and deforestation and often think cutting down trees is a bad thing. However, when timber comes from a sustainably managed forest, it’s one of the most renewable building materials available. In Australia, we replant over 70 million seedlings every year and our softwood plantations grow the amount of timber framing needed for an average home every two and a half minutes.
• Timber has the lowest embodied energy of all mainstream building materials. This means that the entire production process of timber framing—from planting and harvesting to manufacturing, transportation, and installation—uses the least amount of energy. And new technologies and innovations are increasing yields from each log, decreasing waste and reducing energy use further.

Help grow the reach of timber framing

Building on last month’s article, we extend our sincere thanks to the engaged stakeholders who contributed valuable builder suggestions and utilised their trusted relationships to facilitate introductions, helping to connect us with key industry partners. This means our pipeline of target builders is growing and represents about six per cent of new homes to be. By incorporating our timber framing campaign messages and tailoring the available resources to their own marketing strategies, these builders will significantly amplify sustainable timber framing and extend its reach to a broader audience of prospective homeowners in Australia.

WoodSolutions’ new look website

New assets available for download include –

• A fact sheet which is a quick and easy conversation starter about renewable timber framing.
• A printable poster and pullup banner to promote your sustainable business practices at events.
• A flyer to share with clients to dive deeper into the sustainability benefits of choosing timber framing.
• A white labelled certificate to present your clients with recognition of choosing sustainable timber framing.
• And social media tiles to share across your channels to promote your business’ commitment to sustainability.

Download these resources now at: – Timber framing | WoodSolutions

Take action now by sharing the timber framing campaign assets in your communications with builders and spread the positive sustainability message. Get in contact any time at:

Christine Briggs

WoodSolutions TIMBER FRAMING Campaign Manager
M: 0418 255 050
E: ChrisB_CultureBrand@outlook.com