Voter Research + Data Analysis
Strategic Planning
Member Communications
Creative Design + Production
Paid Advertising
SEO/SEM
Digital Advocacy
Community Events
Oregon’s timber industry is widely recognized as central to the region’s economy.
But with a decade of shifting statewide demographics, many Oregonians lack awareness of the role this industry plays in combating the impacts of climate change, creating access to recreational spaces, and protecting our drinking water.
The industry lacked a signature public engagement campaign to reconnect with Oregonians and showcase shared values around wildfire mitigation, water quality, and sustainable forestry practices. And, in the wake of a landmark update to Oregon’s forest practices laws, the Oregon Forest Industries Council (OFIC) recognized an opportunity to educate Oregonians about the industry’s role in everything from stemming the climate crisis to a new generation of clean building technologies such as mass timber construction.
In 2021, Hubbell launched the “For The Trees” campaign to re-introduce the timber industry to a new generation of Oregonians. The project required our team to design and build a integrated creative media strategy that included placements in key markets across the state – from TV and radio spots to billboards and digital content.
Working with the cinematography team at 360 Labs, Hubbell and its production partners developed a virtual reality simulator allowing people to experience a working forests up close. This immersive media experience featured real-world simulations of sustainable harvesting, mass timber construction, and water quality and habit protection. It debuted at the 2024 Hood-To-Coast Relay and is expanding into multiple markets and venues in 2025.
The concept was based on the adage of “seeing the forest for the trees” and plays on the notion that private forests in Oregon exist for the purpose of harvesting trees for social benefit. This helped spotlight the industry’s collaborative work with environmental groups and regulators on the historic Private Forest Accord, an agreement that makes Oregon one of the world’s leaders in sustainable forest management practices standards.
In working closely with our long-standing partners at Unincorporated and Eckrosh Marketing, this campaign continues to create new opportunities for communities to reconnect with the region’s working forests.
