The Forest Stewardship Council® (FSC®) is an international non-governmental organization dedicated to promoting environmentally appropriate and socially beneficial management of the world's forests, ensuring the sustainable use of forest resources.
Our partnership began before the full-scale invasion, but in 2023 we chose a new vector together with our client. We realized that now it is important to talk not only about ecology but also about the country's development. Our task was to bring the topic of green recovery into the conversation about comprehensible solutions: how can the state, business, and media reach a common understanding so that the forestry sector becomes more transparent and meets European requirements.
We had to explain quite complex professional standards lucidly for everybody – from general audiences to government officials. Thus, we started by updating strategy and conducted a reputational audit. We asked our stakeholders: what is the most convenient way to receive information, what is truly important to them and what results do they expect from the implementation of the standards. This allowed us to build communication on specific demands of the industry rather than guessing.