Sweden and Finland inspire the French to build more in wood

Page last reviewed/updated: 09/12/2010

The Swedish Forest Industries Federation and the Finnish Forest Foundation are currently driving a television campaign in France designed to inspire Frenchmen to build more in wood. The campaign “I say YES to wood to say NO to CO2!”, aims to position wood as an environmentally friendly material.

With an annual import of 3.9 million m3, France is one of the largest markets in Europe for sawn softwood. France is therefore an important and growing market for the Swedish and Finnish forest industries. The campaign in France is the biggest European investment for 2010, for both the Swedish Forest Industries Federation and the Finnish Forest Foundation.

“The French government’s decision to increase the proportion of wood in French buildings means that the market for Swedish and Finnish wood products in France has fantastic potential,” says Mikael Grevesmühl, CEO of Stora Enso Bois.

The goal of the French wood campaign “Je dis OUI au bois pour dire NON au CO2!”, is to persuade consumers to choose wood and wood products for interiors, building and renovation projects. The important role of wood for the environment and society is highlighted with the message that wood can offer a solution to climate change since it binds carbon dioxide and is a renewable raw material.

The campaign is being conducted in cooperation with the French organisation for furniture and wood industries CODIFAB.

For further information, please contact:
Jan Söderlind, director International Wood Programme at the Swedish Forest Industries Federation, tel +46 8 762 72 26
- Liisa Mäkijärvi, Executive Director at the Finnish Forest Foundation,
tel: +358 9 685 088 40

More information about the campaign in France
The target groups for the French campaign are the general public and the building industry. The campaign consists of a commercial which is being shown on the French television channels France 2, 3, 4 and 5. In parallel an advertising campaign is being launched in the trade media. with "bois.com" as the sender ("bois" is the French for wood).
More information is available here 

Watch the campaign’s TV commercial at Youtube

As well as in France, the Swedish Forest Industries Federation is conducting campaigns and activities to encourage increased use of wood in the UK and in China.


Jan SöderlindDirektör Internationella Träprogrammet+46(0)8-762 72 26