Audience

Saskatchewan with a focus on key Northern Communities.

Purpose

A love for connecting with people in authentic and meaningful ways.

Client

Carolanne Inglis-McQuay, Director of Corporate Social Responsibility & David Cates, President, and Chief Executive Officer

The Challenge

Denison Mines’ Wheeler River Project seeks to access the vast untapped uranium reserve in the Athabasca Basin using the environmentally sustainable in situ recovery (ISR) mining method.
To raise awareness, they would need local support to navigate the complex environmental assessment process.

Research and Observations

Denison Mines places great importance on environmental preservation and minimizing its footprint. They also prioritize community outreach, establishing connections with Indigenous communities in northern Saskatchewan.

Development

Denison Mines’ mining method is a forward-thinking, cost-effective, and environmentally responsible approach.
Their most crucial partners aren’t sitting around a boardroom table. They are living on the land that will be restored to its original state within 10 years of decommissioning.
Our campaign highlighted these attributes.

Redefiningmining.ca

Inspired by the concept of Redefining Mining, Denison Mines decided to change the URL for the Wheeler River project to “redefiningmining.ca.”

Bringing it to life

In the campaign’s execution, the sparsely populated north was reached using local radio stations and Facebook. For the wider province, we utilized Facebook, LinkedIn, YouTube, MBC Radio, and Eagle Feather News to create mass awareness.