Asia Pulp & Paper has released a new video entitled ‘Reforestation’ as part of its ongoing efforts to win the hearts and minds of the Indonesian and international community. With Indonesia the third largest emitter of greenhouse gases, APP is probably the poster child for the conflict around the profound challenges facing the international community in dealing with climate change. This video shows the conflict still has a long way to go.
APP is part of the Sinar Mas Group which employs more than 150,000 people and has a combined pulp, paper, and packaging capacity of over 7 million tons per year which it sells in 65 countries. It does this from around 700,000 hectares of plantations, sprinkled in and around Indonesia’s national parks, degraded forests and major population centres.
Leading the charge against APP is Greenpeace, which has lambasted the video, describing it as “a lesson in how to make a bad company seem downright satanic.” This latest video is indeed a poor effort to communicate the very complex and controversial issues surrounding forestry, carbon and economic growth. It fails to inspire and appears to describe plantations as reforestation of natural forest.
The most interesting development is APP’s partnership with Carbon Conservation, a carbon trade broker. Carbon Conservation is led by entrepreneur, Dorjee Sun, who produced the acclaimed film, The Burning Season, which follows Sun’s mission to save Indonesia’s forests. Sun just might be able to achieve what many have failed to do – help APP move into this era of a decarbonised economy and make Indonesia’s plantation forests beautiful.
Disclosure: Asia Pulp & Paper is a former client of Nicholas Goodwin.
Posted in Clients, Goodwin Collaboration, Ideas
Tagged Asia, business, carbon, community, economy, environment, film, government, Indonesia, pollution
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