The South African mining industry, which employs around 450,000 people, was extremely proactive in dealing with Covid-19 and was a strong proponent of vaccination even before vaccines became available.
Communication response
R&A Strategic Communications supported the Minerals Council’s industry’s vaccination communications efforts. We worked closely with the Minerals Council’s vaccination implementation team, mining companies, the National Department of Health, and labour unions in developing and executing this campaign.
The campaign’s objectives were to introduce and promote vaccination as a critical part of fighting Covid-19, in support of the mining industry’s vaccination campaign.
Our communications response was firmly supported by the principles of behavioural economics and change management. It was multi-faceted: a dedicated web page, media relations, social media, print and digital.
Outcome
The Minerals Council was recognised as a leader in behavioural change communication, and R&A presented (on behalf of the Minerals Council) to BLSA, industry associations and members, and represented the Minerals Council on the DoH behavioural change communications response team. R&A was recognised for this work by a global entity, the World Communications Association Forum in Davos.
