The Furniture Industry Awareness Campaign (FIAC) was structured to seek and ensure the survival of the Australian furniture manufacturing industry by attempting to create consumer demand for the industry’s ‘Australian Made’ products.
After years of fighting against imported furniture, the FIAA has finally discovered a kryptonite weapon to ensure the longevity of the furniture industry in Australia. With no support from the government, the FIAA realised that it needed to run its own positive Campaign to encourage consumers to buy the local product.
The focal point of the Campaign is the "Members" swing tag with its (double sided) message of registration with the Australian Made Campaign, membership of the Furnishing Industry Association of Australia, peace of mind and five star quality. All of this to provide assurance to consumers that the furniture and bedding products displaying these tags (and stickers) represent the highest standards in terms of quality, design, style, geniune warranties and environmental friendliness.
The Campaign message will be communicated to consumers by means of Home Shows, industry shows such as Furnitex and Designex, Career Expo plus websites, t.v. shows and newspaper and magazine articles/editorials. Bumper stickers and signage on cars and trucks will also assist in spreading the "buy Australian made furniture and bedding products because they are the best" message to as wide an audience as possible.
Finally, the Campaign will inform consumers and raise awareness at all levels about the economic significance of an industry under threat from imports - an industry that directly and indirectly employs 80,000 Australians and contributes billions of dollars annually to the Australian economy.