Mining4Life: Cause Marketing
Opportunity: Reputation continues to be a challenge for the mining industry, both domestically and internationally. A group of industry leaders wanted to create a networking event that would also allow them to give back collectively to global mining communities.
Action: Janice Mandel of Strategic Ingenuity was engaged to lead the event and manage all aspects of sponsorship, marketing and logistics. The inaugural event held in 2010 was a huge success, raising $2.2 million for Sick Kids Foundation, Sick Kids International and B.C. Children’s Hospital.
Result: Now in its fourth year, the event has evolved into a compelling platform under the brand Mining4Life: Supporting Mining Communities Worldwide. Held during PDAC, the world’s largest mining conference, it has become a marquee networking event for C-suite executives in the mining industry.
With 60-80 companies participating each year, Mining4Life has raised over $11 million for its affiliated causes and is the largest single-day fundraiser for Sick Kids Foundation, as well as the top contributor to Sick Kids International. It has received coverage in Forbes, The Globe and Mail and Mining & Exploration Magazine.
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