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Preamble

The Ministerial Conference on the Protection of Forests in Europe (MCPFE), set up in 1990, is a cooperation between more than 40 European states and the European Union to work together to protect and ensure the sustainable use of Europe’s forests. The MCPFE includes a number of non-European countries and international organizations, which have observer status in the initia-tive.  The MCPFE is a discussion platform focusing on risks and opportunities in the forestry sector. It also develops guidelines for the forestry industry in Europe. Europe’s forest and woodland policy is effectively worked out using these guidelines, as there is no common EU forestry policy. The Fourth Ministerial Conference called the “Living Forest Summit” took place from 28th to 30th April 2003 in Vienna under an Austrian presidency. The five key topics at the Fourth Ministerial Conference were: biological diversity in Europe’s for-ests, sector-wide cooperation and national forestry programs, the sustainable use of forests, cultural aspects and forest and climate conservation.

Strategy

A strategy to communicate concerns about Europe’s forests in a symbolic way was chosen be-cause of the complexity of the subject. The symbolic method required was accompanied by attrac-tive pictures to boost levels of electronic-media reports. PR activities were concentrated in Vi-enna’s Museumsquartier.
The political contents of the Ministerial Conference on the Protection of Forests were successfully brought over using trees to represent the European forest and via the exhibition forest.art.
Exhibited was:

• the biological variety of the forest
• constructive European cooperation
• youth as the future of sustainable development
• the forest as a bearer of human culture