Goals and objectives
There were multiple key objectives to take into consideration.
The overarching purpose with the campaign was to reinforce, and strengthen, the view of a sustainable Swedish Forestry within the target audience, by information and cases from the companies and organisations financing the initiative Svenska Skogen.
And to put relevance into the question: If we stop using our forests – what should we use instead?
Another important goal was to work proactive and reactive on the news reporting, securing Svenska Skogens views and perspectives on upcoming news.
It was also important to take the different branches within the initiative into consideration, enabling both the paper mass industry and the saw mills to take part in the communication.