|
U.S. Forest Service and The Lorax promote forests
Story Date: 3/1/2012
| |
Source: National Association of State Foresters, 2/29/12
On March 2, NBC/Universal Pictures will release a 3D-CG, full feature animated film version of Dr. Suess' The Lorax. This children's film is an adaptation of the 1970s environmental fable that is certain to be a hit with the public and controversial (perhaps even divisive) within the forestry community. It depicts a greedy polluting industry cutting down all the trees until none are left. But it also portrays trees as a renewable resource, valuable to people for everything from clean air to wood products. The real story is sustainability and this represents a communications opportunity.
The U.S. Forest Service is partnering with the Ad Council and Universal Pictures, using characters from The Lorax, in a public service campaign designed to inspire children and their families to unplug and reconnect to nature. Public service announcements (PSAs) encouraging viewers to go to the campaign website, www.discovertheforest.org were released on December 5, 2011.
The NASF Executive Committee and Communications Committee believe that seizing the opportunity to guide the conversation that will surely develop around this movie is preferable to remaining silent. We put together initial talking points (see below), shared these with partners, and are beginning to develop communications strategies. We have no intention of promoting the movie itself, but rather will leverage the movie release and public service campaign as communications platforms to promote messages such as the importance of professional and sustainable forest management.
If you have any questions or wish to share feedback please contact NASF Communications Director Sarah McCreary (smccreary@stateforesters.org; 202-624-5417).
Q&A AND TALKING POINTS
Dr. Seuss’ The Lorax, The Forest Service, and the Ad Council
Background
Slated for release on March 2, 2012, Dr. Seuss’ The Lorax is a 3D-CG adaptation of the classic tale of a forest creature who shares the enduring power of hope. The movie trailer is already in the public arena, and public service advertisements (PSAs) created by Universal Pictures and the Ad Council were released on December 5, 2011. The PSAs will include Spanish and English TV, radio and outdoor elements. The film’s environmental fable can be expected to draw fans and critics alike. The Lorax presents a high-profile opportunity to have a conversation about the inherent value of forests and importance of sustainable management. Given the many threats to America’s private and public forests due to climate change, pests and pathogens, and land conversion, the movie can help start a dialogue about what has to happen today to protect the health and productivity of America’s forests.
Why is the U.S. Forest Service partnering with Universal Pictures and The Lorax?
The public service campaign developed by Universal Pictures and Illumination Entertainment, the Ad Council, and the U.S. Forest Service is designed to inspire children and their families to unplug and reconnect to nature. Using the characters from Dr. Seuss’ The Lorax, the PSAs encourage viewers to go to the campaign website, www.discovertheforest.org, and learn how to discover the wonders of forests around them. Dr. Seuss’ The Lorax is a powerful marketing tool; Dr. Seuss’ original book has sold more than 1.6 million copies. A sign of its continued relevance is the fact that sales have doubled each year since 2003, and it has been ranked by educators as one of the top 20 books for children.
What about the negative message (don’t cut down trees) in the film?
Dr. Seuss’ The Lorax ultimately offers a message of hope and renewal, restoration and responsibility. The takeaway is that forests matter to everyone, and we must use and care for them responsibly and sustainably. Government and private foresters, the forests products industry and families are helping to protect more than 751 million acres of forest land in America. Private landowners in the U.S. plant about four million trees every day—five trees each year for every man, woman and child in America. Ensuring that trees are part of America’s landscape is a goal shared by forest owners, foresters and the Lorax.
What should a family forest owner/forester/the wood products industry say about the movie?
The book―and now the movie―show how important it is to take care of trees and forests, which provide many public benefits: clean air and water, wood products we use every day, wildlife habitat and recreation. The message of the movie helps point to the importance of sustainable forest management.
• Family forest owners, who own most of America’s forests, can share with others how their stewardship ensures these many public benefits continue.
• Foresters can explain how sustainable management helps strike a balance between the needs of people and the health of our forests.
• The forest product industry can reinforce the message that trees are a renewable resource that can keep on giving when managed sustainably and describe the benefits of third-party certification.
|
|
|
|
