Direct - Forestry Commission
Forestry Commission - The case for trees
Making a case for trees in development whilst safeguarding the Forestry Commission's future
Situation
- The Forestry Commission manifestly wished to encourage developers to incorporate trees into their housing and infrastructure projects but, covertly, was also alert to an opportunity to protect its position.
Response
- Extensive desk research was conducted and a comprehensive defensive/advocacy communications strategy developed.
- An impressive 30pp graphic brochure outlining the many benefits of trees was duly produced. Numerous compelling research studies were cited in it, along with five striking case studies (ranging from the city centre to rural areas), clearly demonstrating the value of trees in situ.
Results
- This prestige brochure supported ministerial briefings during the late 2010 spring/summer review of the Forestry Commission.
- To reinforce this subtle defence, a programme of presentations to regional and local planning teams was also arranged.
- The brochure was accompanied by a Forestry Commission intra-website and a PPT presentation.
- As a guide it was seen as sufficiently comprehensive and authoritative to be cited by HM Government in a formal response to an environmental White Paper.
Value Added
It is privately acknowledged that this material helped to ameliorate the aggressive political 2010 review and thus contributed to safeguarding the Forestry Commission's immediate future.
