Kiet Hoang
Account Manager
Thu Vu
Designer
Hien Trang
Writer
Lam Ta
Videographer
Nghia Le
Video Editor
Background
The Programme for the Endorsement of Forest Certification’s (PEFC) Fiber Farmer initiative set out to promote sustainable forestry in Nghệ An, Vietnam, by supporting smallholder farmers and cooperatives growing acacia trees. These fast-growing trees are a key resource for making everything from pallets and charcoal to clothing fibers and packaging. But despite their potential, many farmers didn’t have access to proper training, certification, or sustainable management practices—making it challenging to tap into global markets.
Problem
While acacia farming plays a crucial role in Vietnam’s forestry sector, many smallholders operate without proper certification, making it difficult to meet international sustainability standards. Additionally, awareness of responsible forestry management was low, and farmers often faced challenges in scaling production while preserving environmental integrity. The Fiber Farmer campaign needed to bridge this knowledge gap and highlight the benefits of PEFC certification to both farmers and the wider industry.
Results
We produced a compelling video campaign capturing the lives of fiber farmers in Nghệ An, illustrating their dedication to sustainable forestry. Through storytelling, we showcased the positive impact of training programs that equipped farmers with essential knowledge in responsible tree cultivation and certification requirements. By incorporating social media elements, we extended the campaign’s reach, ensuring that key stakeholders—from farmers to industry decision-makers—recognized the value of ethical, certified fiber sourcing.
The campaign successfully highlighted the role of smallholder farmers in Vietnam’s sustainable forestry movement. By showcasing real stories, we increased awareness of how PEFC certification improves farmers’ livelihoods, expands market opportunities, and promotes environmental sustainability. The campaign helped position PEFC as a key advocate for responsible forestry in Vietnam, fostering stronger connections between farmers and global supply chains committed to sustainability.
