New ads highlight wood innovation

PORTLAND, Ore.With more than two dozen mass timber buildings – including offices, condos and schools – either completed, under construction or in the planning stages in Oregon, the state is rapidly becoming the national epicenter of wood building innovation.

Two new educational advertisements from the Oregon Forest Resources Institute (OFRI) highlight how these innovative buildings, often constructed with locally made wood products, are creating new connections between Oregonians and our forests. The 30-second video ads begin airing in television markets statewide and online this month, and will continue through mid-May.

The Institute is launching new messaging this year in light of the upsurge in new mass timber construction in Oregon. Local wood products companies have introduced lines of mass timber building products such as cross-laminated timber (CLT) and mass plywood panel (MPP) made with the wood of native trees from Oregon’s forests. These engineered wood products are just as safe as traditional building materials, and strong enough even for building skyscrapers.

“While continuing to emphasize the importance of responsible forest management, our new ads will help Oregonians understand that wood from Oregon’s sustainably managed forests isn’t just our legacy, it’s our future,” says OFRI Executive Director Paul Barnum.

The ads, called “It’s Our Future” and “Big Idea,” can be watched on OFRI’s YouTube page. Both spots direct viewers to the Institute’s main website,, which contains information about mass timber building, engineered wood, forest laws and sustainable forest management, among other topics.


About the Oregon Forest Resources Institute:

The Oregon Legislature created the Oregon Forest Resources Institute in 1991 to advance public understanding of forests, forest management and forest products, and to encourage sound forestry through landowner education. A 13-member board of directors governs OFRI. It is funded by a portion of the forest products harvest tax.


9755 SW Barnes Rd., Suite 210        
Portland, OR 97225        
Phone: 971-673-2944        
Fax: 971-673-2946

twitter youtube facebook linkedin

Related Websites