The problem: how to educate Oregonians about the state’s strong forestry laws and the sustainability of modern forestry practices?

The solution: develop a series of values-driven ads, backed by years of research, that focus on the issues most important to people across the state: replanting, habitat preservation, and ensuring healthy forests for generations.

As a result of this ongoing campaign, Oregonians’ awareness that state law requires replanting after harvesting trees has grown steadily, from 55% in 2006 to 81% in 2013.