Be Constructive; Wood Industry Coming Out of the Woodwork for First-Ever Education Campaign.

Business Editors

ATLANTA--(BUSINESS WIRE)--Feb. 14, 2001

North America's largest ever coalition of wood products companies has a message for builders, retailers and consumers: Be Constructive! It's the centerpiece of an unprecedented $45 million (US) education program designed to build awareness of the world's best building material -- Wood!

Beginning February 9 at the International Builders Show in Atlanta, the Be Constructive campaign will spread across the United States and Canada to trumpet Wood's central role in home construction, home improvement and remodeling, as well as do-it-yourself constructive pursuits.

"Wood is the greatest story never told," said Kelly McCloskey, president and CEO of the Wood Promotion Network (WPN), the newly formed coalition of industry companies and associations that will launch the first-ever Wood category marketing campaign. "Wood is the material that has literally built North America, from the dream home to the picket fence that surrounds it, and we want everyone to know why wood continues to be the preferred building material for builders and homeowners alike."

Fulfilling a Need

Nine out of 10 North American homes are built with Wood, but until now there wasn't a unified voice to speak for wood products. In recent years, competitive industries have leveraged both product and resource misconceptions in an attempt to gain market share.

Mobilizing companies and industry associations in the United States and Canada, the Be Constructive campaign serves the dual purpose of educating consumers and professionals, and supporting lumber retailers and dealers that interact with the men and women who build with Wood every day.

A Framework of Facts

The Be Constructive campaign will educate trade customers and consumers on the truth about Wood's superior attributes:

-- FACT -- Wood is as safe, sturdy and dependable a building material as any
other -- even under high-stress conditions like hurricanes and earthquakes.
Plus, it has a host of other advantages like ease of assembly.

-- FACT -- Wood is the best insulator against heat and cold, which makes it the
most energy-efficient material that can help keep home energy bills in check.

-- FACT -- Regardless of market volatility, Wood is the most affordable
building material you can use. Framing an average 3-bedroom home can cost up to
30% less with Wood versus other framing materials.

-- FACT -- New innovations in engineered wood products and pre-made panels and
trusses help builders and homeowners keep down framing costs.

-- FACT -- North American forests are not decreasing. Regeneration efforts are
succeeding and the industry has embraced efforts to independently certify that
the working lands under its care are managed for long-term sustainability. The
United Nations Food and Agriculture Organization (FAO) State of the World's
Forest Report 2001 reveals that North American forest cover was unchanged from
1990 to 2000. Today, North American forests are about the same size as 100
years ago.

-- FACT -- The production and use of Wood is actually easier on the environment
than any other building material. It takes up to 21 times less non-renewable
fossil fuels to produce wood framing materials than steel framing materials,
and up to 9 times less energy to build with wood versus concrete. Wood is the
world's only 100 percent renewable building material and is manufactured with
the organic power of solar energy.

Call To Action for Key Audiences

The Be Constructive campaign showcases the role Wood plays in the lives of everyone and encourages people to Be Constructive in a way that is unique to their trade, industry or lifestyle:

-- For Builders and Professionals -- Wood is the material that's

part of millions of lives and livelihoods -- Be Constructive

is the skill, training and unabashed commitment to helping

build the North American dream.

-- For Proud Homeowners and Die-Hard Do-It-Yourselfers -- Wood is

the timeless material that is easy to use, accessible and

affordable. Whether you're framing a new home, hanging a

picture frame or adding on a baby's room, it's the material

that makes homes and lives better each day.

-- For Good-Deed Doers -- Wood is the material that brings

together communities to get good deeds done. Because it's

affordable and anyone can learn to use it, thousands of

volunteers are able to build housing for the poor, or

construct venues for entertainment or recreation -- making our

communities better for all.

Be Constructive Campaign and Resources

Be Constructive is supported by a $45 million (US) commitment from industry members. The campaign will reach out specifically to builders and retailers to help them get the best out of wood for their customers and will be supported by a consumer effort to raise awareness for the campaign and the product. The ads, created by Bozell Advertising/Chicago, will be popping up in print and television media throughout North America.

A new Web site -- beconstructive.com -- connects builders and professionals and offer news, information and business support resources. beconstructive.com provides do-it-yourselfers with tips and projects that can add real value to any home, and it offers homeowners and new home buyers information and tools on buying and working with builders and other professionals to construct their dream homes.

For additional information about the Be Constructive campaign, media can call toll-free at 877/ASK-WOOD or email [e-mail].

Consumers are encouraged to visit www.beconstructive.com to learn more about wood and how to get it in their hands today.