These results are emerging from a reputational survey conducted by a media agency M&P which focuses on strengthening communication strategies. They performed it at the end of a one year project aiming at giving more visibility to sustainable forestry in the media and policy space. As part of the study, M&P interviewed 36 contacts from the key target groups such as companies, NGOs and forestry professionals.
The emerging data confirm positive trends in all areas of research compared to the baseline data collected at the start of the project in early 2021. Key findings:
- Knowledge and perception: 18% increase in the level of knowledge about FSC in the country and 17% increase in respondents who have a positive attitude towards FSC;
- Expectations: 14% more respondents believe that the organization's activities can improve the forest sector;
- Media: significant increase of awareness about FSC in media and of FSC coverage in media. In their feedback, journalists commented that these relations that should be further nurtured by providing attractive and simple to understand content. Respondents began to associate the FSC certificate more with the preservation of forests for future generations going beyond certification.
The conclusions of the study present further opportunities and recommendations for FSC’s work in Ukraine. Among others, NGOs would like to organize more joint events on forestry-related topics. Moreover, there is a scope for more communication through media to inform about the achievements of FSC Ukraine and the success stories of certificate holders.
During the war, it is especially important to show that FSC, perceived as a European organization*, has not escaped and is working side by side with all Ukrainians continuing its activities even in these hard conditions. The fact that FSC remained in the country is perceived as a support for Ukraine from Europe, which is extremely important today.
This study targeted a smaller pool of key target stakeholders than other global FSC consumer studies, but the rigour in the methodology - establishing a baseline to assess against later - sets an example of effective impact measurement of any communication action.
Changes in stakeholders’ perceptions are inspiring FSC Ukraine to continue solving forestry issues as showcased in the recent article 10 steps to reduce illegal logging in Ukraine.
*Please note that FSC operates globally