the pursuit of net-zero targets is influencing the sector in ways that go beyond just environmental impact. “Mining has improved with changes in other technology, such as operating on remote, autonomously central blasting,” she says. “This technology removes workers from any potential hazards,” enhancing safety protocols and ensuring that workers can perform their duties without exposure to dangerous conditions. As the industry pivots towards sustainability, MAMI sees itself as pivotal in this transition. Kennedy asserts, “It’s achievable with a continuous focus on lowering emissions and advancing clean and green technologies and processes to improve our operations, work environments, and contributions to the economic and social fabric of our communities.” This ambition aligns with a broader industry trend to adopt environmentally responsible and socially beneficial practices. AMPLIFYING THE INDUSTRY’S VOICE In an unprecedented move to raise awareness and promote the mining industry’s contributions, MAMI launched a significant communications campaign called “Uncover Prosperity Manitoba” (UPMB). This initiative, backed by the provincial government, educated the public on the critical role mining plays in Manitoba’s economy and the strides the industry is making toward sustainability. “Our campaign was a huge success,” Kennedy remarks.“We reached thousands of Manitobans that were unaware of our industry and its contributions to the province and, quite frankly, the country.” This effort marked a significant milestone for MAMI, as it was the first time the association had rolled out such an extensive public engagement initiative.The campaign spanned various platforms, including radio, television, online media, social media, print, and even transit ads, from January through April 2024. The campaign’s impact was substantial. Over just over three months, UPMB achieved over 71 million ad impressions through traditional advertising channels like TV, radio, and billboards. Digital ads across 13 platforms racked up an additional 56 million impressions, with the average Manitoba user encountering the campaign 8 to 20 times.“We moved the yardsticks forward on understanding the benefits of resource extraction in Manitoba,” Kennedy continues,“as well as the care and environmentally sustainable approach we are pursuing.” Not only did the campaign generate widespread visibility, but it also drove a significant amount of traffic to its website. With more than 124,000 visits, the site recorded above-average engagement rates for a public trust campaign, indicating a strong interest in learning more about the industry. This kind of public engagement is crucial for an 56 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 10
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