Competition Brief
A competition to create elements of a consumer call-to-action campaign to buy FSC-certified products as a means of protecting forests around the world.
OVERVIEW
Forests nurture and sustain life on Earth. They give us fiber, food, fuel and fresh water. In fact, about two-thirds of people worldwide depend on forests to supply all or some portion of their fresh water. And more than 1 billion people living in extreme poverty depend on forests for their livelihoods and subsistence. Furthermore, forests harbor more than two-thirds of known terrestrial species. They renew the air we breathe and moderate our global climate by absorbing carbon from the atmosphere and storing it over the long term. They also play a major role in recycling atmospheric moisture and stabilizing soils.
We are all consumers of forests. From paper and magazines to building products and furniture, we are surrounded with the fiber of forests from around the world. But few of us know the origin of these forest products, much less if they were responsibly managed and legally harvested before making their way into our homes and offices.
The forest products trade, estimated at $300 billion a year, is a vast global industry. What we purchase in the United States, France or Japan can affect the health – or destruction – of forests in Indonesia, Cameroon or Brazil. Some of this trade is traffic in wood from forests that were poorly managed and illegally logged, with devastating consequences for people, wildlife and natural systems around the world. And deforestation – which claims 13 million hectares (32 million acres) of forest each year – contributes approximately 20 percent of greenhouse gases causing climate change.
A critical tool in the race to save the world’s forests is Forest Stewardship Council (FSC) certification. Founded in 1993, FSC is an international NGO certification and labeling system that promotes the responsible management of the world’s working forests. It is supported by social-welfare and workers’ rights groups, timber industry representatives, and the environmental and conservation community. Conservationists promote FSC certification as a means of safeguarding working forests – those that are managed to supply wood – which often surround and buffer national parks and other protected areas.
FSC is the only global certification system in which forest management practices are evaluated by an independent third party according to strong social, environmental and economic standards. Certified wood is tracked from forest to manufacturer to corporate retailer to consumer. The FSC label gives consumers the assurance that the wood and paper products they purchase are sourced responsibly and legally. More than 281 million acres of forest in 79 countries have been certi¬fied to FSC’s standards, and these figures are rising by approximately 12 percent per year.
THE PROBLEM
Consumer awareness of FSC is uneven globally. Consumer awareness translates directly into increased demand for FSC-certified forest products (e.g., building materials, paper, furniture, flooring), which, in turn, drives demand for more forests to meet FSC’s standards. But in the Netherlands, prompted consumer recognition of FSC is 67%, while in the United States – the largest consuming market of wood products in the world – public awareness of and, therefore, demand for FSC is negligible. Moving more forestland into FSC status will require consumers and corporations in the United States and other high-value markets, such as the EU, Australia and Japan, to be aware of and ask for FSC-certified products.
THE DESIGN BRIEF
This is a call-to-action campaign that asks targeted consumers to purchase FSC products as a means of protecting forests around the world.
Your entry must include:
1 A compelling, persuasive message/approach that:
- Creates awareness of FSC and shows people that by buying FSC, they can play an active role in protecting forests.
- Drives people to a consumer-searchable website where they can locate FSC products to buy.
2 A campaign design that includes these mandatory elements:
(For specifications, see both the “Required Entry Elements & Specifications” section and the “Entry Provisions” section outlined further down the page.)
- A print ad
- A suite of online advertising banners and buttons
3 A URL name suggestion for the consumer-searchable website with FSC product locations.
Optional elements: Your campaign design may also include the following; however, these are optional only, and cannot be submitted without 1, 2 and 3 above:
- A short video that can be used as the basis of an online viral marketing campaign (see video file specifications in Entry Provisions).
- Other viral applications that can be used in social networking sites such as Facebook.
Note: Entries are limited to text, images and video/audio files only. Any proposed interactive elements must be represented using only these tools. Entries that direct users away from the DESIGN 21 website will be disqualified. See the Entry Provisions below as well as the competition Rules section for full details on file type, size and number constraints.
KEY MESSAGES
- Illegal logging and deforestation threatens people, wildlife, our economies and our climate.
- Buying FSC-certified products will help protect forests around the world.
Note: Retailers promoting FSC-certified wood products are required to use one of the following two tag lines in association with the FSC logo: “The Mark of Responsible Forestry” or “Responsible Forest Management.” This does not mean that these lines need to be included in the elements of this competition. The purpose of this note is just to make you aware that these lines are often visible in point-of-sale materials, catalogs, etc., and should be taken into consideration to ensure that your proposed designs do not somehow clash with these tag lines.
COMPETITION BENEFICIARIES
Forest Stewardship Council-US and The Nature Conservancy are co-beneficiaries on this DESIGN 21 competition.
- Forest Stewardship Council-US (FSC-US) is the U.S. “chapter” of the Forest Stewardship Council, an international non-profit organization, headquartered in Bonn, Germany, that is devoted to encouraging the responsible management of the world’s forests. FSC sets high standards that ensure forestry is practiced in an environmentally responsible, socially beneficial and economically viable way.
- The Nature Conservancy is an international non-profit conservation organization working in more than 30 countries to protect the lands and waters on which the diversity of life depends. The Conservancy is committed to creating a future in which Earth’s natural systems are conserved and managed in a sustainable manner for people and nature.
These two organizations are collaborating with a number of other leading conservation organizations including the World Wildlife Fund-US (WWF-US), National Wildlife Federation (NWF) and the Rainforest Alliance to increase consumer awareness of and demand for FSC products.
PROPOSED USAGE OF WINNING ENTRY
The initial use of the winning entry will be to promote FSC among a key subset of the “conservation-engaged”: the members and online audiences of the Conservancy, WWF-US, NWF and Rainforest Alliance – more than five million people in all. In a recent TNC survey, over two-thirds of self-identified “committed and involved” members said they had never heard of FSC certification, although 99 percent said they would be willing to purchase certified legal and sustainable forest products. Awareness of FSC among this key conservation-engaged audience must be strengthened, and we need to ask them to buy FSC products as a means of conserving forests and protecting the environment.
TARGET AUDIENCE
The audience for the FSC call-to-action campaign is the “conservation-engaged” – those who have made a financial contribution to or volunteered their time to support an environmental/conservation organization.
- These are people who would call themselves “conservationists” or “environmentalists.”
- They care about nature, wildlife, clean air and water, healthy forests, tackling climate change and making the world a better place for future generations.
- They actively take measures to protect the environment or support conservation.
- They are likely to join and donate to an environmental/conservation NGO.
- They are generally college educated, more likely to be women and have above average incomes.
- They believe that their individual actions (e.g., their purchasing decisions, energy use, recycling) can help protect the environment.
- They are likely to buy products (and even spend slightly more for them) that they know will provide a benefit to the environment.
DESIRED AUDIENCE RESPONSE
I want to look for and buy FSC-certified wood and paper products, because that is something I can do to protect forests around the world.
REQUIRED ENTRY ELEMENTS & SPECIFICATIONS
- Call-to-action must drive people to the consumer-searchable website to find and buy FSC-certified products.
- A URL name suggestion (The website is currently in development and the URL name is not known at present.)
- Print ad required in full page and quarter page formats. (Full-page size: 8.5 x 11.125 inches, quarter-page horizontal: 3 ½ x 4.75 inches)
- Specifications for online ads (pixel dimensions):
- Standard Banner: 468 x 60
- Standard Skyscraper: 120 x 550
- Standard Button: 120 x 90
- Must feature prominently/incorporate the FSC logo. The logo must be used in its entirety, and must not be truncated. See the logo Specifications section below.
FSC LOGO SPECIFICATIONS
FSC logo color
The FSC Green logo color is Pantone 626; CMYK 100 / 60 / 100 / 20; RGB 50 / 80 / 60
FSC logo size & exclusion zone
The minimum size of the logo is 12 mm in height. No text or graphic should appear within the exclusion zone of the FSC logo. The exclusion zone is the area that runs around the FSC logo that is the height of the letters FSC.
FSC logo trademark protection
The FSC logo shall always appear with the registered trademark symbol, ®.
Logo files
ENTRY PROVISIONS
Entries are limited to text, images and video/audio files only. Entries that direct users away from the DESIGN 21 website will be disqualified. See the "How To Enter" Rules for full details on file type, size and number constraints and recommendations.
- Up to 400-word description (English only)
- Up to six (6) images of maximum image size 550 x 550 pixels. At least one image must be uploaded
- One (1) 480 x 320 pixel video file (optional) or one (1) sound file (optional)
SUBMISSION DEADLINE
Tuesday January 13, 2009
Judging Criteria
In addition to D21’s general judging criteria stated in the Rules, specific criteria for this competition includes:
- How well does the entry achieve its goal?
- How well does the entry communicate the message(s)?
- Is the message positive, rather than negative?
- How strong is the entry aesthetically?
- How strong is the entry technically?
- Is the FSC logo used correctly and featured prominently?
- How innovative are the design solutions? Do they clearly communicate the message and resonate with the audience?
- Entries that cast a negative light on an organization, corporation, government, country, community or person will be disqualified.
Prizes
Total prize money of $10,000 will be allocated as follows:
$5,000 to the Overall Winner chosen by The Nature Conservancy and FSC-US;
$5,000 divided between multiple prizes: DESIGN 21 Judge’s Picks and Most Popular
Jury
The Overall Winner will be chosen by representatives (to be announced) of The Nature Conservancy and FSC-US. In addition, members of DESIGN 21's Advisory Board will be selecting their favorites to receive a prize (D21 Judge's Picks).
Competition Rules and Regulations
Prepare to qualify! General rules and a step-by-step guide on how to compete.
You should also read the competition rules and procedures contained in the Brief. Wherever the general Rules and the Brief conflict, the Brief rules and procedures supercede the general Rules.
Who Can Enter
The DESIGN 21: Social Design Network™ competitions are open to all registered members of the Network who are at least 18 years of age as of the date of entry.
How to Enter
Choose a competition you're interested in and note the submission deadline. You can enter as many competitions as you're interested in, and if you have more than one idea for a single competition, you can also submit more than one entry - however, we advise you to keep variations of one idea to ONE entry. Do not create multiple entries for multiple variations of one concept. Entry is free!
Once you select Enter, you will be taken to a page where you can upload your image, video or sound files. Read the individual competition description to know if there is a particular submission format for that contest.
Technical Requirements:
- Photos must be jpeg only, resolution 72 dpi, with maximum picture dimensions of 550 x 550 pixels and a file size no greater than 1 MB (uncompressed). You can upload up to six images.
- Videos and sound must be in the mpeg4 format with picture dimensions no larger that 480 x 320 pixels and a file size no greater than 10MB (uncompressed). Please be patient while video files upload.
- Your entry must include a project description in English with a maximum of 400 words. Jurors will be reviewing multiple entries so remember to keep your description as concise and readable as possible.
Upload your images in the that order you wish them to be displayed. The first image in the series will be turned into a thumbnail image for display in the gallery. See the Gallery display of past competitions for examples.
Create tags (keywords) for your entry so that it will appear in the search terms for those tag names.
If you created your entry with other individuals, list their names in the Co-Authors field.
Check your entry carefully prior to submitting as there is no way to retrieve your entry once it has been submitted.
Accept the Rules & Regulations contained in the Brief and the general competition Rules and hit Send.
Submission Deadline
Please make sure that your entry is in working order and on time.
All deadlines are listed in UTC (Universal Coordinated Time) on the date specified in the Submission Deadline section of the Brief.
No responsibility is assumed on our part for late entries or corrupted files. Incomplete entries or entries that do not comply with the above format specifications will be automatically disqualified.
Note: Due to the high volume of last-minute entries, we advise you to submit your entry well in advance of the submission deadline.
Public Voting and Judging Period
Once all submissions have been received, the judging and public voting phases for the competition will begin. Check the individual competition briefs for the dates.
Judging Process and Criteria
In all our competitions, the more aware your choices are, the better: everything from materials to execution to long-term impact is part of what we think makes good design.
A distinguished panel of design and media professionals and field experts from around the world will judge the competitions. First, they will each nominate a select number of favorites to go on to a final round of judging. Then, from the finalist pool, they will review and score all finalists against the following judging criteria:
- Overall effectiveness: How well does the solution provide an answer to the design problem?
- Creativity: How innovative or inventive is the thinking behind the design?
- Practicality: How successfully can the design be produced or put into practice?
- Aesthetics: How strong is the design in terms of overall form and presentation?
- Ecology: How well does the design respond to environmental concerns through considerations such as choice of materials, production techniques, life-span, recycle or re-use factors?
The degree of importance for each judging criteria is at the discretion of the jury depending on the nature and scope of the competition. There may also be additional, more specific judging criteria relating to each competition - check individual competition briefs for details.
Public Vote
While jurors are selecting their favorites in the initial phase of judging, all members of DESIGN 21 will have the opportunity to vote for their own favorites during a public voting period. During this phase, entries will appear randomly to ensure that all entries have equal chance of being viewed. You can vote for as many entries as you like, but you can only vote once for each entry. The entry with the most votes will be awarded Most Popular and will move on to the final round of judging. There is no obligation on the jury to award the Most Popular the 1st, 2nd or 3rd prize unless they deem that entry worthy of the additional prize. All results will remain confidential until the conclusion of the judging period.
Prizes and Benefits
Except where stated otherwise in the competition Brief, 1st, 2nd, 3rd and Most Popular prize winners will share a total prize money pool of $10,000. The distribution of prize money may vary across competitions - check the competition's brief for the details. Jurors may also award a placement to more than one entry, in which case the prize money will be divided equally between the recipients.
Prize winners will also receive a special version of the Allumonde Ring and a certificate from UNESCO.
DESIGN 21 may select a number of finalists to receive the DESIGN 21 Award of Excellence. The number of recipients of this award is at the sole discretion of DESIGN 21 and may vary across competitions.
As we develop our network to include corporate and government members, there will also be exposure to organizations that may be interested in implementing or adopting winning designs.
All prize money is subject to 30% U.S. federal tax withholding. Prizes are not transferable or redeemable for cash unless otherwise stated in the prize description of the Brief.
Display of Results
Entries will not be displayed until after the entry submission deadline when the public voting phase begins. Once judging is complete and all results have been determined, all entries will be displayed in the competition Gallery. Check the individual competition briefs for the announcement dates for each competition.
All prize winners and award recipients will be revealed in the Winners section of the gallery along with all remaining finalists.
All entries will be attributed to the entrant's username. Any names that were listed in the Co-Authors field of an entry will be listed in the detail view of the entry. The full names of the winners and their location will be published in the jury comments.
Notification of Winners
All prize winners and award recipients will be contacted by email at the conclusion of the competition.
Publication & Copyright
All entries will appear on the website for voting, judging and promotional purposes. DESIGN 21: Social Design Network™ assumes all entries are original and are the works and/or property of the entrant with all rights granted therein. DESIGN 21 is not liable for any copyright infringement on the part of the entrant. Winners will be notified and may be asked to provide high-resolution scaleable vector graphics version of their submission. Winners will not be asked to provide a prototype.
Legal Information
General and Winners' Releases
Submission of an entry grants DESIGN 21: Social Design Network™ and its agents and assigns the non-exclusive right to record, copy, publish, exhibit and distribute all submitted materials in any and all media, without limitation and without any compensation to the entrant.
By entering competition, entrant represents that s/he has all necessary rights, including but not limited to any model release and/or written permission to include photos, and hereby grants the DESIGN 21: Social Design Network™, and its affiliated companies and divisions, publication and use rights of the submitted materials.
By submitting an entry in this competition, all entrants acknowledge and understand that they release and hold harmless the DESIGN 21: Social Design Network™, its parent company, subsidiaries, affiliates, directors, officers, employees, agents and advertising and promotional agencies, and UNESCO from any and all liability or any injuries, loss or damage of any kind, arising from or in connection with this competition, any third parties’ use in connection with or apart from the competition, or the use of any benefit received, and further, from any claims or damage arising from others’ use, display, copying, modifying, publishing, exhibiting or creating works from any entries, and further from the decisions of its judges in connection with the competition.
Entrants agree to abide by and be bound by these official rules and the decisions of the judges, which are final on all matters relating to this competition. In the event that the named judges are unable to select a winner for any reason, the DESIGN 21: Social Design Network™ team shall, in its sole and absolute discretion, and in good faith and in compliance with the competition requirements, select one or more winning entries, as it may deem fit, the prize moneys to be distributed as DESIGN 21: Social Design Network™ deems fair and equitable, in its sole and absolute discretion.
If declared a winner, the winner must certify that the winning entry was original, created and written solely by entrant, that it is not a derivative work based on the protected work of another, and that no other person or entity holds rights to the entry or any of its components.
At the discretion of DESIGN 21: Social Design Network™, an interview via email or telephone may be conducted with winners. Acceptance of prize constitutes permission (except where prohibited by law) to use each winner's legal name, hometown or province, photographic and artistic likeness, voice, biographical data and competition submission for purposes of advertising, promotion and publicity without additional compensation, on the DESIGN 21: Social Design Network™ website, affiliated publications and promotional materials.
General Notice
This Competition is void where prohibited by law.
DESIGN 21: Social Design Network™ is operated “as is” and is not responsible for any problems uploading or downloading any competition-related information from the web site or for any other technical malfunctions of electronic equipment, computer on-line systems, servers, or providers, or networks, including, the loss, damage, or corruption of entrants’ data or information, whether on its own servers, or otherwise. DESIGN 21: Social Design Network™ is not responsible for computer hardware or software failures, phone lines, failure of any electronic entry to be received by the DESIGN 21: Social Design Network™ for any reason, including, but not limited to technical problems, traffic, congestion on the internet or the web site, or any other technical problems related to web site entries including telecommunication miscommunication or failure, and failed, lost, delayed, incomplete, garbled or misdirected communications which may limit an entrant's ability to participate in this competition. DESIGN 21: Social Design Network™ reserves the right to modify, suspend or terminate the Competition in the event it becomes infected by a computer virus or is otherwise technically impaired, and to cancel or suspend the Competition in its entirety should tampering, unauthorized intervention, fraud, technical failures or other causes beyond its control corrupt the administration, security, fairness, integrity or proper play of the Competition. DESIGN 21: Social Design Network™’s total collective legal and equitable liability to all entrants arising out of any single Competition is limited to the total prize money to be distributed in connection with such Competition.
Entries to be submitted shall not infringe upon the rights of any third party, must not contain profanity or obscene nudity, nor exploit or offend any persons or groups on the basis of sex, race, origin, religion, or culture. Entries should not violate any intellectual property, including, but not limited to patents, trademarks, and copyrights. The DESIGN 21: Social Design Network™ reserves the right to disqualify and remove any entries that are offensive, or any posting that is not related to the competition or is considered abusive, in DESIGN 21: Social Design Network™’s sole and absolute discretion. The DESIGN 21: Social Design Network™ reserves the right to terminate the membership of a user who violates these rules. A policy whereby people can complain about copyrighted materials (Copyright Notice & Take Down Procedures) can be found in the Terms of Use section.
In the event of a dispute regarding the identity of the person, the entry will be deemed to be submitted by the name of the person appearing on the entry. The DESIGN 21: Social Design Network™ reserves the right at its sole discretion to disqualify any individual that tampers or attempts to tamper with the entry process or the operation of the Competition or website; violates the official rules; or acts in an unsportsmanlike or disruptive manner, or with intent to annoy, abuse, threaten or harass any other person. Any attempt by any person to deliberately undermine the legitimate operation of the Competition may be a violation of criminal and civil law, and, should such an attempt be made, the DESIGN 21: Social Design Network™ reserves the right to seek damages from any such person to the fullest extent permitted by law. The DESIGN 21: Social Design Networks™' failure to enforce any term of these Official Rules shall not constitute a waiver of that provision. These Rules constitute an agreement to be governed and interpreted by the courts of the United States of America, State of New York, to whose jurisdiction, all entrants submit.
Affiliation
The DESIGN 21: Social Design Network™ is affiliated with Felissimo Group and UNESCO (United Nations Educational, Scientific, and Cultural Organization). Employees of Felissimo Group and UNESCO are not eligible to compete.
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