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FII continues to collaborate with the U.S.-based Softwood Lumber Board to deliver the reThink Wood marketing and communication program. reThink Wood is the go-to resource in the U.S. for inspiration, information and technical resources about lumber and wood. The program works to maintain lumber’s share of voice, address misperceptions and counter competitor campaigns. In 2016, reThink Wood:

  • inspired over 40 million building professionals to use softwood lumber products
  • helped architects and others complete over 15,000 hours of continuing education credits
  • directed over 3,500 prospects to partner organizations— a 10% increase over the previous year

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