| 39
◄ Analysis by the WPA also highlighted that the use of meaningless generic expressions such as ‘green treated’ were common in the way both sellers and buyers described treated wood products. Inaccurate or vague descriptions increases the chances of product misuse. This can lead to failure in service and customer complaints – installing poorly treated timber can have the same effect. Inevitably, this can damage the reputation of timber as a reliable building material, which is particularly worrying when wood is in competition with alternative construction products.
STRATEGIC INITIATIVES
This was the motivation behind the WPA’s joint strategic initiative with the Timber Trade Federation – now Timber Development UK (TDUK). Three priority areas for action were identified, which have since been adopted as TDUK policy: 1. To address the common failure to specify treated wood correctly for its end use;
2. To address the lack of understanding about how to correctly install and use treated wood;
3. To ensure independent quality verification of the treatment process.
This trinity of objectives went on to underpin the WPA’s on-going communications campaign to raise awareness around preservative treated wood throughout the timber supply chain. And in turn to build buyer confidence and grow demand for high durability treated wood products.
TREATED TIMBER AWARENESS CAMPAIGN
The challenge is how best to simplify key information whilst not losing technical accuracy. The creative strategy focuses on developing integrated communications to target two important market sectors; ground contact timber (fencing, garden and landscaping) and the broader construction timber supply chain. The ‘Make sure it’s 4’ theme highlights the Use Class system of timber treatment applications – with the emphasis to treat ground contact timber to a Use Class 4 level of protection. To reinforce the key message, ‘Follow the Ground Rules’ outlines the three simple points essential when specifying and purchasing outdoor wood products such as fencing posts:
• Specify Use Class 4 • Use a trusted treater • Be prepared to pay for quality
The ‘trusted treater’ element is underpinned by the WPA’s Benchmark Quality Schemes for accredited treaters and aligns with TDUK’s member Code of Conduct. ‘Be prepared to pay for quality’ supports businesses who are using and selling fit-for-purpose products. For the broader construction timber supply chain, the focus is on differentiating between interior and exterior applications for treated wood. Using a stylised house and garden infographic, colour coded ‘Use Class’ zones are clearly marked to identify what level of preservative protection is required for such products, along with simplified descriptions for ease of specification when buying.
CONSISTENT MESSAGING The timber industry is often described as being fragmented and with too many trade associations pursuing their own agendas. What marks this communications campaign out as special is the way major trade bodies and businesses are buying-in and using the campaign resources to project a consistent message – such as BALI, Confor, the Timber Decking & Cladding Association and several big DIY outlets.
The campaign’s communications plan includes:
• editorial and associated advertising in key trade press (tailored to sector)
• training sessions and webinars (Zoom and in-person)
• social media activity • point-of-sale/information posters
• digital media, resource literature, including Buyer’s Guides, Guidance Notes and Codes of Practice
The TDUK team further adds to and customises the communications toolkit to include expanded media relations PR activity, online advertising, e-bulletins and direct mailouts, particularly aimed at the builders’ merchant supply chain.
Top left: The Make sure it’s 4 theme highlights the Use Class system
Bottom left: Follow the Ground Rules reinforces the message
CAMPAIGN EFFECTIVENESS After two long years with a pandemic in the middle, it is great to report we are beginning to see ripples of change coming through the industry. Many manufacturers and suppliers are taking up the mantle – using the ‘Make sure it’s 4’ logo, the Use Class house graphic and WPA resource documents to both train staff and promote their products. We are planning to repeat the survey of 2020 early in 2023 – and hopefully receive much improved feedback – and we’ll report on the findings next year.
All the resources are available free of charge to anyone who wishes to use them to support their own staff training or point-of
sale activities. Learn more here:
www.thewpa.
org.uk/make-sure-it-s-4
USE CLASS 2 TREATED TIMBER The decay and failure of untreated or inadequately treated softwood timber used in ground contact is inevitable: preservative treatment to Use Class 4 is considered essential.
At the other end of the Use Class spectrum, preservative treatment is often considered to be optional, due to the perceived low risk of decay. In Use Class 2 applications such as tiling battens, timber frame components or ground floor joists, under normal circumstances, the wood will remain dry, with the only risk being from insect attack. However, over a 60-year service life, it is possible that a failure of the building fabric or services may lead to the moisture content of the timber rising to a level where decay will thrive. Often hidden from view, the failure of these structural components can present a serious danger to property or people. The risk of decay in Use Class 2 timber applications is therefore low but the consequence of failure is high; making preservative treatment desirable and often essential.
Use Class 2 treatment standards and specifications reflect the lower risk of decay and do not normally stipulate a significant penetration level of preservative into the timber. But minimum retentions of fungicides and insecticides throughout a treatment charge are essential to ensure consistent protection. Preservatives can be applied using high or low pressure impregnation processes, both of which are classed as penetrating treatments, as required by the WPA Code of Practice (Industrial Wood Preservation). Why is a penetrating treatment process required if only minimal preservative penetration is required by the standards? Specialist vacuum pressure and double vacuum treatment plants utilise controlled processes, which are designed to efficiently treat timber to a particular specification. Both treatment methods allow preservative to consistently penetrate through a pack of wood and ensure even and uniform treatment, even at the centre of a pack. The initial vacuum removes air from the treatment vessel, allowing preservative fluid to quickly fill the void and flow right through the pack. A final vacuum removes excess preservative at the end of the process resulting in a clean and often drip-free freshly treated pack. Modern treatment plants are able to measure the preservative absorption to ensure the correct retention has been achieved without overuse and wastage. As with ground contact treatment, quality control at the treatment plant is important for all Use Classes and ensures a treated wood product that is fit for purpose. ■
www.ttjonline.com | November/December 2022 | TTJ
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85
