The mining industry today is tackling an increasingly complex set of challenges, resulting in a significant decline in shareholder value over the past 10 years. However, mining continues to have a large impact on the South African economy, with a significant contribution to our country’s GDP and creating hundreds of thousands of jobs.
Anglo American wanted to use the Mining Indaba 2016 as a platform to talk to a wider stakeholder audience; Government, Regulators, NGO’s, Investors, Communities and the general South African Population about the importance of mining in everyday lives as well as highlighting Anglo American's commitment to South African communities.
Could an exhibition stand serve a greater purpose? One that would outlive the Mining Indaba 2016 and benefit a community for years to come? It started with an empty shipping container and this was transformed into an exhibition stand for the Mining Indaba 2016 to later be repurposed as a school library
The container consisted of a carefully selected set of communication touch points to deliver key and pivotal messages to the different stakeholders.
Touchpoint 1: A periodic table –Message, Mining Matters Using the periodic table to not only highlight the diversity of metals and minerals that Anglo American mines but also unpack the importance of each metal in everyday life.
Touchpoint 2: World Map – Message, Diverse Mining Reflecting the global footprint of the mining house
Touchpoint 3: Oculus – Message, Technology Innovation 3D flythrough of the Mogalakwena mine and the pit of Vanecia, proving that through the use of innovative technology, production efficiencies can be created and safety increased
Touchpoint 4: Fuel cell – Message, Supporting Govt Programs Anglo American Platinum’s innovation brought to light the rural electrification initiatives, the link to Government NDP, by getting children more excited about math’s, science, and technology.
Other touch points such as multimedia graphics and brochures were used to deliver upon the secondary and supporting messaging.
Everything on the stand - from the floors, walls, tables and chairs to key information for stakeholders at the Mining Indaba was designed to be repurposed into a school library. As the Mining Indaba came to a close, the container made its way to Lovedale Primary School in Kroonstad, where its doors opened to the community as a brand new school library.