The effectiveness of the MCA’s There’s more to Australian mining campaign has been recognised with the campaign winning the national Insight Driven Marketing award at the Australian Marketing Institute Awards for Marketing Excellence.
Presented jointly to the MCA and JWS Research at a virtual ceremony, the award recognised how insights have been used to inform marketing strategy and drive the execution of the campaign.
The award submission from the MCA and JWS Research highlighted the desire by Australians to hear more about Australian mining’s approach to environmental management, in particular the rehabilitation of mine sites to make land available for other uses including agriculture.
The ads featured the outstanding approach to mining rehabilitation and the use of recycled water by New Hope’s New Acland mine in Queensland’s Darling Downs.
Produced by creative agency Kojo, the campaign is about to enter its third year of building awareness amongst Australians about the world-leading modern Australian mining industry.
The industry’s approach to land rehabilitation has improved significantly over past decades – an evolution driven by sustained investment in land rehabilitation techniques, evolving corporate values, community expectations and government regulation.
Audience research shows strong support for MCA’s approach, with feedback indicating appreciation for a fresh new perspective on Australian mining told by real people.
The campaign also focuses on how mining and agriculture work together, outlining the results of scientific grazing trials at New Acland showing that cattle grazed on rehabilitated land do as well or better as those on undisturbed land.
MCA is proud to show Australians the industry’s innovative approach to environmental management through the There’s more to Australian mining campaign along with the latest More to Mining campaign which focuses on land rehabilitation and how the industry works to protect native wildlife.
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