The Swedish Mine is back

In late autumn 2020, The Swedish Mine (Den Svenska Gruvan) saw the light of day. The common voice of the mining industry with the goal of reaching the public, a public that is all too often ambivalent about whether the mining industry really needs to be developed. Klas Nilsson, chair of the steering group and on a daily basis communications director at Boliden, talks about how the first campaign was received and what is going on.

Why the Swedish Mine?

– The world does not stand still. Climate transition requires more metal and minerals and we need to continue to invest in both new and existing mines to cope with competition in a global market and not least to ensure that the metals and minerals needed for the transition are available. We need to make that clear to the public. We know that there is an ambivalence and ignorance about our industry and our role in a sustainable society – that is why we created a common voice for this – The Swedish Mine.

Last autumn, the campaign started with digital advertisements and in public transport  – especially in Stockholm, Gothenburg and Malmö. How was it received?

– It was well received. When we compare the results before and after, we notice that more people are positive about the mining industry in Sweden. We wanted to convey knowledge about how metals are around us in everyday life and it seems that the knowledge has reached out. However, it is a long-term job to spread knowledge about how metals and minerals are part of our everyday lives and that you should not take them for granted.

It’s soon time for the next campaign – what will happen this time?

– Man quickly forgets, so now it’s time for a reminder again. We take with us the experiences from last year and hopefully achieve even better results this year. The goal is for as many people as possible to understand that when we highlight challenges with our industry’s conditions for development, such as permit processes in Sweden, we are really talking about our opportunities to produce raw materials for green technology in a safe and sustainable way.

Where will we be able to see the ads?

– We turn mainly to those we know are most ambivalent about the mining industry. That’s why advertising takes place – both in print and digital, in Stockholm, Gothenburg and Malmö. If you do not see us, it is simply because you are not part of the target group. But put a like on our Facebook – Den Svenska Gruvan and you will see both ads and updates. Feel free to spread the word!

The Swedish Mine (Den Svenska Gruvan)

> densvenskagruvan.se
Campaign period: May 24 – June 6
Behind the initiative: Boliden, LKAB, Zinkgruvan, ABB, Epiroc, Sandvik och Svemin
Contact: Emma Härdmark, Head of Communication, Svemin