Redefining Mining
Progressive, economical and environmentally responsible
Carolanne Inglis-McQuay, Director of Corporate Social responsibility & David Cates, President and Chief Executive Officer
Client
Purpose
A love for connecting with people in authentic and meaningful ways
Audience
Saskatchewan with a focus on key Northern Communities
The Challenge
Denison Mines' Wheeler River Project seeks to access the vast untapped uranium reserve in the Athabasca Basin using the environmentally sustainable in situ recovery (ISR) mining method.
There was low awareness of Denison Mines and this significant project and the profile of this project was needed to be raised as Denison Mines would need local support as they navigated the complex environmental assessment process.
Research and Observations
Denison Mines places great importance on environmental preservation and minimizing its footprint on the land. The company has also prioritized community outreach, dedicating time to establish connections with Indigenous communities in northern Saskatchewan and actively listening to their needs and concerns.
Developing the campaign
Denison Mines' mining method is a forward-thinking, cost-effective, and environmentally responsible approach. Our campaign highlighted these attributes, emphasizing their commitment to listening through extensive community outreach, town halls, and engagement with onsite personnel.
The company recognizes that their most crucial partners extend beyond the boardroom, as evidenced by their small footprint mining site, which will be restored to its original state within 10 years of decommissioning.
Redefiningmining.ca
Inspired by the concept of Redefining Mining, the campaign resonated strongly with Denison Mines. It was embraced to the extent that the URL for the Wheeler River project was changed to "redefiningmining.ca."
Bringing it to life
In the campaign's execution, the sparsely populated north was reached using local radio stations and Facebook. For the wider province, we utilized Facebook, Linkedin, YouTube, MBC Radio, and Eagle Feather News to create mass awareness and continue to reach and connect Indigenous communities.
The Results
The exceptional results demonstrate the powerful synergy between creative and media, driving impact for Denison Mines. As they advance through regulatory milestones, this campaign remains pivotal in raising awareness of the project's value for local communities and the broader province.
