Philex promotes responsible mining

Launched mid-November, it features an animated TVC that will run nationally, supported by print and radio advertising. The campaign is also to highlight the industry’s role in promoting social causes such as environmental stewardship and community empowerment.

Denis Lucindo, vice president for business development at Philex, noted that it is time for the Filipino public to have a clear vision of responsible mining at work.

“A lot has been said about mining with diverse opinions regarding the industry and its impact on the country. What has been largely left out of the discussion is the fact that life as we know it today would be very different without the resources that are harnessed through mining. Nearly every physical object that we utilize on a daily basis comes from raw materials that are mined.”

Victor Francisco, vice president for environment and community relations at Philex, meanwhile added that responsible mining values the environment, the community, the safety and welfare of the people involved in the mining projects. “It adheres to the law and is intent on giving back to the host community and the environment,” he said.

With the tagline “There is life in mining”, the TVC shows what is possible when mining is done responsibly. Sydney Samodio, chief creative officer at Draftfcb Manila, said, “Life in the once-denuded forests that Philex Mining was able to help re-green and life in the communities that they built by investing in health, education, livelihood and infrastructure which are the components of development that seldom reach remote villages.”

He added that the use of animation plays a vital role in getting the message across to its audience, while it is looking for an eye-catching way to present the story.

“We wanted to show a seamless transition from things that people traditionally associate with mining like miners with pickaxes, large trucks and dark mine shafts, to the benefits that Philex Mining brings to its host communities such as reforestation, roads, education, health and community development.”