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Something very odd has happened at WWF HQ

Just a few short months after launching the now infamous file format – the .wwf – the World Wildlife Fund has funded a TV advertising campaign (below) that was recently ran in Australia and, contrary to its usual tree hugging messages, actually promotes the use of FSC managed forestry products and, wait for it, the chopping down of trees to make paper!

This is a far cry from the stance the organisation took last year when, seemingly, its message was that 'chopping down trees is bad'. So why have they seemingly softened their position towards managed forestry?

FOPAP would like to take a little bit of credit for this. Last year we wrote to the WWF and complained bitterly that the message they were promoting in its ‘save as .wwf, save a tree’ campaign was not only wrong, but could actually cause the planet more harm than good .

Our letter, sent to WWF in February 2011, explained the grave mistakes being made by the organisation in its heavily misinformed campaign and appealed to them to rethink its new file format. An extract from FOPAP's letter reads:

“Trees used for paper making are grown for the purpose. The paper industry is not responsible for the destruction of natural forests and rainforests. Nowhere in Europe is a naturally growing tree felled to make a single shred of paper. How then can the WWF claim that saving a file in a certain format will save a tree? Saving a file on a computer requires energy which is sourced by burning fossil fuels. There is no offset to this CO2 emission, unless carbon credits are purchased. If credits are purchased it is likely that a tree will be grown. But when a tree becomes mature it stops absorbing CO2 and becomes carbon neutral. If we were to chop this tree down and replace it with a sapling that is hungry for CO2 and do something useful with the felled tree, such as make paper or building materials, this is good for the environment – particularly if the end product stores the carbon for a long time, preventing it from returning to the atmosphere, which is exactly what happens with paper and other solid wood products in landfill (it has now been unequivocally proved) . It is ironic that the WWF in attempting to save the felling of trees in managed forests are actually contributing to global warming which is, presumably, the very thing you are trying to ameliorate. Aren’t there some things in this world that are worth losing face over?”

Can it be considered a FOPAP victory? We think so.

Take a look at the TV advertisement - and decide for yourself...

(C) 2011