Jeryl Turner, Director Communications of ICA, gave a presentation entitled, Building Bridges on behalf of the copper industry and in cooperation with ICMM at the Metals Commodities Association Dialogue in January. Content included an overview of how we approach and communicate messages and our interaction efforts with the copper value chain.

1. Building bridges
Jeryl Turner Director, Communications
Metals Commodities Association Dialogue, 28.01.2014

2. Our mission
| Building 2 bridges – Multi-metals dialogue
Producers, smelters and refiners
Semi-fabricators
Fabricators
Our mission is to defend and grow markets for copper based on its superior technical performance and its contribution to a higher quality of life worldwide.

3. Cutting through the noise
3 Building bridges – Multi-metals dialogue
Value proposition
Positioning and identity
Universal messaging

4. | Building 4 bridges – Multi-metals dialogue
Constructive value chain influence

5. Value Proposition
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Position copper and the copper industry as delivering significant benefit to society in areas of critical current concern:
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Sustainable development
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CO2 reduction
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Green building
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Energy access (electrification)
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Alternative (renewable) energy
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Public health
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Food supply

6. Value Proposition
Maintain copper industry license to operate and ensure market access for copper products
Deliver positive impact on annual copper demand of 1 million tonnes by 2016:
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Create new copper end-use opportunities through technological innovation and active promotion
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Increase copper intensity-of-use in existing products and systems
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Defend existing copper end-use markets in an environment of persistent high relative material costs
| Building 6 bridges – Multi-metals dialogue

7. Universal messaging
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Universal messaging is the backbone of the communications discipline and used by successful organizations throughout the world
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Universal messaging is required to assure that all relevant publics have a positive and improved perception
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Universal messaging improves the quality and consistency of ICA message output
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Our common task to promote copper and its benefits is expanded through the use of a united identity and messaging

8. The copper mining story cannot be told with only one chapter
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9. The societal benefits of copper
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Develop and disseminate positive messages about copper’s role in addressing sustainable development concerns to the benefit of society
Top-level Goals
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Reposition copper as a material that addresses sustainable development concerns
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Reposition the copper industry as a key contributor to addressing many of society’s greatest challenges

10. Spark a conversation? Build a bridge?
| Building 10 bridges – Multi-metals dialogue

11. jeryl.turner@copperalliance.org
Thank you
11 | Presentation title and date
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