New campaign highlights good side of mining

A multi-million dollar marketing campaign which aims to improve the public perception of the mining industry will soon be kicked up a notch.

The advertisements outline some of the contributions the resources industry makes to Australia, with three already on rotation and another selection set for release soon.

Neil Lawrence, from Lawrence Creative, the ad agency behind the campaign, told The Sydney Morning Herald it is a ”a long-term positioning campaign to inform people about the industry”.

Both Lawrence, the company responsible for the Kevin ’07 and Keep Mining Strong campaigns, and the Minerals Council of Australia have denied it is a political campaign.

”The mining tax campaign was short term and on a very specific political agenda, this is to be a more corporate campaign informing people about the activities of the industry.

“That other campaign was obviously political and this is not,” he said.

Minerals Council spokesman Ben Mitchell agreed.

”We are basically just telling the story of our industry and our people. [We are] hoping it will have a positive impact on recruitment and a greater understanding of what the industry does Australia wide,” he said.

Mitchell said the campaign is the result of nine months of planning and was funded by voluntary contributions from the Mining Council’s members.

Lawrence said the purpose of the print, television, cinema and online campaign is to bridge the divide between people with involvement in the mining industry, including families, and the rest of the country.

”Certainly those that live in the resources states, those communities get the industry; whereas a a lot of people that live in the cities don’t. It’s important that people understand what they do,” he said.

The advertisements use personal experiences of people in the mining industry to target their audiences, including one who arrived in Australia an orphaned refugee and has found success as a mechatronic engineer.

They also delve into the involvement of mining companies during the Queensland floods .


Image: Students in the Indigenous Pathways Program; This is Our Story

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