“Do you have ice cream made from sustainable palm oil?
“Sustainable…what?”

The conversation was between Jack Crawford and shopkeeper taken from UNSEEN video premiered globally by WWF Network on Monday, 13 January 2014.

The UNSEEN PSA was made using two minutes movie trailer format. Produced by WWF-International's Palm Oil Team to promote the use of certified sustainable palm oil in everyday products. In the video, Jack—the main character—tries everything to find palm oil products made in a sustainable manner. But it is not an easy task. Like the shopkeeper, not so many people know what sustainable palm oil is, eventhough almost 50% of daily products contain palm oil.

The video is a follow up strategy to Palm Oil Buyers Score Card 2013 report to encourage constumers to actively asked global brand to increase their uptake of certified sustainable palm oil as well as to fulfill their commitment to use 100% CSPO in 2015.

Nowadays Indonesia palm oil industry has contributed 48% of global CSPO and country with the largest number of RSPO members. Unfortunately market respond to this achievement is not too favorable. In 2013, companies and manufacturers absorbed only 52% of CSPO production globally.

More over in the context of Indonesia, AC Nielsen survey conducted in 2013 shown that consumers’ comprehension about sustainable product and certification is still low. Therefore in Indonesia the UNSEEN campaign is conducted as an awareness campaign about what everyday products contain palm oil as well as negative impact of unsustainable palm oil production.

With the relase of UNSEEN video and the accompaniying microsite, WWF-Indonesia wants to raise public awareness about the positive and negative aspects of palm oil industry and ask the public to actively encourage companies to absorb CSPO available in global market.  Gradually the campaign will help paved domestic consumer demand and supply.