COMMENTARY — Showcasing mining’s diversity

The author is program director for Mining Works for Canada (formerly Keep Mining in Canada), a grassroots campaign designed to increase awareness of the importance of mining in this country.

As we have seen through the success of the Keep Mining in Canada campaign, the most effective way for the Canadian mining industry to ensure it enjoys a strong, prosperous future, is to show key decision-makers on Parliament Hill that mining affects the lives of hundreds of thousands of Canadians.

Since its birth in 1995, Keep Mining in Canada did precisely that. It raised the profile of the mining industry among members of parliament and moved mining concerns to a priority position on the government’s agenda.

But the political situation is changing — the number of voices demanding action from government is increasing every day. If the mining industry wants its voice to be heard above all the others, it must position itself to respond to the needs of the new political environment. It must continue to build on past successes to make sure mining issues remain at the top of the government’s list of priorities.

To keep up with the changing times, the Mining Association of Canada has decided to replace Keep Mining in Canada with an exciting new program — Mining Works for Canada. Like Keep Mining in Canada, Mining Works for Canada is a national grassroots campaign designed to create a friendly atmosphere on Parliament Hill so members of the mining industry can discuss issues that concern the industry.

However, Mining Works for Canada has a fresh, new approach. The campaign will show decision-makers that mining is connected to many diverse industries across Canada and thus, is an essential component of our continued domestic prosperity. The program will also go one step further, to show that mining is an essential part of Canada’s success in the highly competitive global economy.

Calling the program Mining Works for Canada is significant in itself; the name signals a new confidence and a maturing of the industry’s public relations and public affairs efforts. Keep Mining in Canada was a call to action. Mining Works for Canada is a statement of undeniable fact, one that decision-makers cannot ignore.

In addition to introducing a new strategy, Mining Works for Canada will also bring a variety of fresh communications tactics. However, the program will also borrow and build on some of Keep Mining in Canada’s most successful efforts.

Keep Mining in Canada was extremely successful, and Mining Works for Canada holds even greater promise. One of the main reasons for Keep Mining in Canada’s success was the support it received at the grassroots level. If people living and working in mining communities hadn’t actively shown their commitment to the program, decision-makers on Parliament Hill would not have listened. Mining Works for Canada will depend even more on action and support from the grassroots level. I am hoping we can continue to count on you, as your support is the key to success. If you have any questions or ideas to make this program even better, please call me at (613) 594-8166 or 1-800-263-MINE, send me a fax at (613) 594-8169 or e-mail me at mmcnicoll@miningworks.mining.ca