Real American Hardwood Coalition Launches Build Your World Campaign in Partnership with Magnolia Network
The Real American Hardwood Coalition (RAHC), the domestic hardwood industry’s consumer promotion initiative, is pleased to announce its new Build Your World™ advertising campaign to promote Real American Hardwood® flooring, cabinetry, furniture, and millwork. The integrated digital campaign launched on the Magnolia Network July 29, 2023.
“We face a risk from the increased use of plastics, metal, vinyl, and other wood substitutes,” according to @Dallin_Brooks, Executive Director of the National Hardwood Lumber Association (NHLA). “The less wood we use, the more we negatively impact our rural communities and forest health. To solve our climate problems, we need to reconnect with real wood. It’s the only renewable, recyclable, reusable, and sustainable building material. The Real American Hardwood campaign is about buying local, high value, long-lasting, and lower carbon footprint materials to build your world in a healthy, long term, enjoyable, and low impact way.”
Developed by CANVAS United, the campaign relates the authenticity and attributes of Real American Hardwood products to the uniqueness and lifestyles of consumers. Five different vignettes capture the spirit of individuality in real-life settings, encouraging consumers to envision how they can build their world with hardwood.
“As long-time partners to the RAHC, we’re excited to see the Build Your World campaign launch. We’re particularly proud of this campaign’s capacity to highlight both the emotional and rational benefits of hardwood,” said Mark Lainas, president of CANVAS United. “Leveraging entertaining yet poignant storytelling in the creative will feel relatable to consumers across the country, and allows us to showcase not just the beauty of American hardwoods, but the lasting value of the products.”
The ad campaign will run on the Magnolia Network channel, as well as on Magnolia and Discovery+ digital streaming platforms. Magnolia Network is available through cable and satellite providers; Hulu + Live TV and YouTube TV services; and Magnolia, HGTV, Discovery+, and Max streaming apps. The campaign also includes digital and social media components.
To learn more about the Build Your World campaign and see the campaign’s landing page, visit realamericanhardwood.com/build-your-world.
The Build Your World™ advertising campaign videos can be accessed on the RAHC YouTube Channel.
This campaign was made possible thanks to the voluntary support of the hardwood industry—up and down the supply chain. Thank you to the more than 130 companies, nearly 30 trade associations, and individual donors who have contributed toward the success of the Real American Hardwood initiative. Visit RealAmericanHardwood.com/industry to see a listing of contributors.
The RAHC’s work is ongoing, and now that the Build Your World campaign is up and running, efforts will continue to promote Real American Hardwood products to consumers and also will shift focus to begin outreach and education toward the design/build community.
To achieve the RAHC’s ambitious goals, funding is a critical component. The time is now to Build Your World. Consider making a voluntary contribution today at RealAmericanHardwood.com/industry.
Real American Hardwood is a registered trademark, and Build Your World is a trademark of the Real American Hardwood Coalition.
About the RAHC
The Real American Hardwood Coalition (RAHC) inspires a stylish and healthy environment by educating consumers and the design/build community on the many benefits of Real American Hardwood® products—including appearance, durability, lifetime value, healthy home, and sustainability. Visit realamericanhardwood.com to learn more.