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Can Trees be Harvested Sustainably?

Net Impact Luncheon Talk

By Mr. Thirawit Leetavorn

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3 Source: http://www.channelnewsasia.com/

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The 2015 Southeast Asian Haze - Suspension of classes across Singapore

and parts of Malaysia - Singapore Environmental Council (SEC)

suspended APP’s Green Label certification due to alleged involvement

- NTUC pulled out APP products from

their shelves

- NGOs such as WWF Singapore, PM Haze and HEAT call on consumers to understand their role in helping to drive sustainable practices

Source: Health Xchange

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Sustainable Sourcing:

Partnering

with

smallholder

farmers and

communities

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Double A Proprietary Technology

1 Result of 32 years of research and development

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Conventional Tree Breeding for consistent quality

Fast growing tree, matures in 3-5 years and yields high fiber

200 million Double A Paper-Tree planted

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Paper from KHAN-NA Model

Rice

KHAN-NA

Paper-Tree Double A

(Unused area between Rice paddies)

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Bird’s Eye

View of

KHAN-NA

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Intelligent Tree Geo-Tracking System

Inventory tracking

Legal wood

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Collaboration with PEFC

Work with PEFC and key stakeholders to set up Thailand National Standard

Work with PEFC on Trees Outside

Forest (TOF) and its inclusion in PEFC global guidelines

Knowledge sharing and capacity building of counterparts in Vietnam and Laos on sustainable agro-forestry model

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One Dream…One Tree

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• Educate the everyday consumer on sustainable production and consumption, and how small sustainable acts can help to make the world more sustainable.

• Consumers donate trees to Thai farmers by scanning the QR code

Objectives

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Simple and

Easy

Mechanics!

https://youtu.be/t_2A56W18is?list=PLop1VPXaztgh7cldFXiqLF_5HoxHOXwZJ

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One Dream…One Tree Core Elements

1D1T

AWARENESS/ ACQUISITION

ENGAGEMENT/ RELEVANCE

BEHAVIOR/ ACTION

PR Digital Media NGO Partners Roadshows & Events In-Store Branding

Did the message reach the intended audience?

Positive engagement Likes Comments Shares

Scanning of QR

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Awareness &

Acquisition Results

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Social Media Highlights (Total 4 countries)

Results

Reach 6.8 million

Engagement 2.5 million

Impression 48 million

Figures as of 30 September 2016

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Relevant &

engaging

content to

attract

attention &

encourage

participation

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Thailand 4 Modern Trades Trees: 28,581

Singapore 2 ST and 2 MT shops Trees: 2,894

Malaysia Aeon Big Hyper Trees: Over 50,000

Modern Trade Roadshow

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Office Building Roadshow

Thailand Visited 33 offices Trees: 22,285

Malaysia Visited 4 venues Trees: Over 27,000

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Engagement &

Relevance Results

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Feedback on campaign: Singapore

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Feedback on campaign: Korea

Although I recognize the seriousness

of environmental issue, I didn’t think

about importance of product process.

Through this campaign, I will act

‘smart consumption’.

(Office worker, 40s participated in

Survey on Environmental recognition)

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Feedback on campaign: Malaysia

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Feedback on campaign: Thailand

Farmer’s story

Positive comments

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Feedback on campaign: Thailand

Farmer’s story

Negative comments

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Feedback on campaign: Thailand

1Dream 1Tree VDO

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Behavior & Action

Results

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Consumers Scanning QR

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Trees Donated

- New followers from 1 July to 30 September 2016 - Unique emails from 1 July to 1 October 2016

Facebook Unique Emails (registered to

microsite) New Followers (Fans) Total Followers (Fans)

Thailand 4,968 93,535 2,380

Korea 3,203 86,867 1441

Singapore 4,120 8,740 1264

Malaysia 7,679 7,679 2414

TOTAL 19,970 196,821 7,499

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Social Media Highlights Engagement Ratio

Thailand Korea Singapore Malaysia

Engagement ratio 12.8% 0.06% 32.31% 3.79%

New Fans 4,968 3,203 4,120 7,679

Total fans 93,535 86,867 8,740 7,679

Fan ratio 5.3% 3.7% 47.1% 100%

Digital spend(THB) 1,230,000 670,000 70,000 100,000

Trees 62,643 53,308 13,473 80,633

Tree conversion THB19.64 THB12.57 THB5.20 THB1.24

Fan Acquisition THB247.58 THB209.18 THB16.99 THB13.02

Shipment (reams) 4,840,000 4,568,400 502,000 1,102,800

Conversion ratio 1.29% 1.17% 2.68% 7.31%

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Learning - Consumers are willing to participate

- Digital Media

• Short attention span of audience

• Too much clutter – difficult to compete in a digital world

• Simplify the message

- Barriers to participation

• Scanning of QR

• Downloading of application

• Trade – no smartphones/non-techie

- Consumers need bribe/reward to participate

- NGOs

• Need to be more proactive

• Approach them early to lock activation

- Strong support from countries affected by haze – SG and MY

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THANK YOU