Being heard in a crowded field can be hard for any company or institution. So when the National Parks Association of New South Wales (NSW), Australia decided to reach beyond its traditional network of environmentalists for support, it found a new way to get a word in edgewise: Logging.Sucks.
Based in Sydney, the National Parks Association of NSW is a not-for-profit organization “that seeks to protect, connect and restore the integrity and diversity of natural systems in NSW and beyond, through national parks, marine sanctuaries and other means.”
In other words, their mission is to end native forest logging. And they’re using .SUCKS as a redirect to this campaign, to help share their story. According to Dr. Oisín Sweeney, the association’s Science Officer, the goal is to“to reach a different audience, particularly younger people, who may not be engaged with environmental issues like logging.”
“We were founded almost 60 years ago to advocate generally for our national parks network,” he said. “This new initiative is part of a more specific campaign to end native forest logging on public land.”
Dr. Sweeney said what drew him and the organization to .SUCKS was a desire to try a different approach. “Most people who are concerned about the environment oppose native forest logging, so reaching our typical audience is preaching to the converted.”
The need to reach new supporters is one of the many reasons organizations use .SUCKS today. A domain like Logging.Sucks ensures that the National Parks Association of NSW’s message is heard loud and clear, while also speaking directly to a younger audience—it’s also snappier and more memorable than the group’s .org web address.
“Our ultimate goal is to end logging on public land in NSW,” Dr. Sweeney said.
We wish him well!
This article was updated on July 31, 2019.
Photo Credits: Unsplash / Jamie Morris
