14 Weeks. 14 Reasons. 1 Powerful Story to Put Timber Back in the Conversation
29th July 2026
By Kat Welsh
We all love timber right?
We all know timber is the best!
But do we know why?
And how confident are we in advocating for timber?
From Monday 3 August, FTMA Australia will be co-launching a new industry-wide campaign celebrating one of Australia's greatest renewable resources.
Developed in collaboration with WoodSolutions the 14 Weeks of Let’s Put Timber Back in the Conversation campaign will showcase a different benefit of timber every Monday.
Every Monday we will send out a resource email to participants.
Every Monday there will be a different fact about why timber is the solution.
Every Monday we’ll be spreading this across social media.
Each resource will highlight a key fact about timber, supported by practical talking points that FTMA members, manufacturers, partners and the broader industry can use to help share the message.
The campaign aims to build a consistent, evidence-based narrative around timber and its contribution to Australia's future. As the nation works to address housing affordability, improve construction productivity and reduce carbon emissions, timber has an increasingly important role to play. The 14 topics, and accompanying information will help empower everyone to spread the word, and feel confident in representing timber and the crucial role it has.
Timber is a renewable resource that stores carbon throughout its lifetime. Responsibly sourced timber products continue to lock away carbon long after they are harvested, while sustainable forestry ensures new trees continue the cycle by absorbing carbon from the atmosphere. Combined with efficient off-site manufacturing, timber construction offers an opportunity to reduce the environmental footprint of Australia's built environment while delivering the homes our growing population needs.
These are stories worth telling.
By sharing one clear message across the timber value chain, we can collectively raise awareness of timber's environmental, economic and social benefits. Whether you are a manufacturer, supplier, builder, designer, engineer or forestry business, every share, comment and conversation helps reinforce timber's role as a practical solution for Australia's housing and climate challenges.
The campaign also aligns with the growing national focus on reducing embodied carbon in construction and supporting Australia's broader emissions reduction commitments, including those reinforced through the COP28 agreement. As governments and industry continue to seek lower-carbon building solutions, ensuring the benefits of timber are well understood has never been more important.
FTMA encourages all members, partners, industry stakeholders, to follow our social media channels each Monday, engage with the weekly posts and share them with your own networks. The more organisations that participate, the greater our collective voice and the greater our ability to keep timber front of mind for governments, policymakers, builders, specifiers and the wider community.
"Who is in your network? We can collectively take action all at the same time... Together you can have a better impact... If enough people, or industry ambassadors, are actively promoting this, that’s thousands of trusted voices." Sarah Downey, Head of Marketing and Communications at Forest & Wood Products Australia.
When you re-share on your own social channels, tag FTMA, tag Woodsolutions.
Let’s make this a movement!! Together we are strong!!
Want to know more? Listen to the latest F&T Time Podcast featuring Head of Marketing at FWPA, Sarah Downey talking about why it’s important to get behind this…
Share the weekly highlights, and help us tell the story of why timber is building a stronger, more sustainable Australia - one fact at a time.
