Metals don’t just fall from the sky. And that’s a good thing : THE MINING INDUSTRY LAUNCHES A NEW CAMPAIGN TO HIGHLIGHT THE ESSENTIAL NATURE OF ITS ACTIVITIES IN QUEBECERS EVERYDAY LIFE
16/05/2017
Québec City, May 16, 2017 – All the objects we use in our everyday lives come, in one way or another, from mining. From tableware to cellphones, from the bridges we cross to the scissors and needles we use to make clothes, the mining industry is present everywhere. To demystify mining activities and highlight their importance, both in everyday life and in Québec's social and economic development, the mining industry has launched a poster and digital campaign that contrast with the image we have in mind.
Under the responsibility of the Québec Mining Association (QMA) and in conjunction with the world-renowned strategist Justin Kingsley, founder of the storytelling workshop Makumaku, the campaign will take a humorous approach as it makes the connection between mining and everyday life. "We are trying to create a conversation about a reality that affects literally everyone," says Justin Kingsley. "We have found a creative solution that we believe is effective, playful and understandable."
"The people working to develop Québec's mineral resources are proud Quebecers who want to do things properly. However, members of the general public who have no direct contact with mining activities see the mining industry as archaic, dirty and irresponsible. Yet, it is just the opposite. This is why we decided to develop a simple, effective and colourful campaign that will reach out to people in unexpected ways," says Josée Méthot, the QMA's president and CEO.
Québec's mining industry deserves to be better known. For example:
• Who knows that the deepest mine in North America is in the Abitibi Témiscamingue region, reaching a depth of over three kilometres?
• Who knows that a mine in the Nord-du-Québec region offers Wi-Fi access to a depth of 100 metres below the surface?
• Who knows that the biggest wind generator ever built in Québec's Far North was constructed by the mining industry 500 kilometres north of Kuujjuaq?
• Who knows that Greater Montréal has the second largest number of mining-related jobs out of all of Québec's regions?
The mining industry has many more surprises in store, and this poster and digital campaign is the first step in a broader plan to demonstrate that the mining industry is a major inner strength of Québec.
"Through the actions we take in the coming months and years, we will focus on Québec's assets: its mining assets, obviously, but also its assets in the arts, in sports, and so on. We will communicate more effectively, we will communicate more, in order to explain the added value Québec derives from a strong, responsible and future-oriented mining industry," Josée Méthot concludes.
Campaign credits
Client: Québec Mining Association
Strategic planning and creative direction: Justin Kingsley (www.makumaku.ca)
Strategic planning and account direction: Virginie Lapierre
Design and drafting: Guillaume Blanchet
Artistic direction: Mathieu Blanchet
Media planning: Marie-Hélène Dubeau
The website www.minesqc.com has also been rejuvenated.
To view the posters, visit the QMA website at http://www.amq-inc.com/en/documents
About the Québec Mining Association
The Québec Mining Association (QMA) was founded in 1936 and speaks proactively for mining companies involved in exploration, extraction and processing, mining contractors and junior mining companies, along with suppliers, institutions, non-profit organizations and other mining sector partners. It is proud of the 45,550 jobs and total expenditure of almost $6 billion generated by Québec's mining industry. The QMA’s mission is to promote, support and proactively develop a responsible, committed and innovative mining industry in Québec.