Eyes are on the Mining Association of Manitoba (MAMI) after successful launch of the industry side of its Uncover Prosperity (UPmb) campaign at the Central Canada Mineral Exploration Convention (CCMEC) in November. 

The Uncover Prosperity campaign is targeted at raising awareness of modern mining practices in Manitoba, the industry’s potential to lead a developing green economy, and the prevalence of critical (and other) minerals in the province. 

Stacy Kennedy, President of MAMI and Head of Manitoba Operations at Vale, spoke on MAMI’s new Uncover Prosperity campaign on the first morning of the convention. She introduced results from a survey that MAMI commissioned earlier in 2023 to establish where public perception of the mining industry sat with Manitobans – and found that most respondents largely view the mining sector in a negative light.

 “I was naively surprised to learn that our initial findings showed that in general, the Manitobans of all ages and all demographics know very little about the mining industry,” said Kennedy. “They were not aware of the opportunities or even the sustainable way to be operating here in our province. Their perceptions were not built on facts or evidence, but rather on favourable impressions that have come from social media, movies, television, stories, and often from parks all over the world.”

More specifically, the survey found that 89% of Manitobans were not informed about the mining industry, 44% disagreed that Manitoba’s mining industry make a positive contribution to the province, and 48% did not believe a growing mining sector is good for the province.

“We also learned that youth, the people who are going to build our future, have very little to no awareness of mind whatsoever,” added Kennedy. “This lack of knowledge is an opportunity, and together, we’re here to change it.”

In an interview, John Morris, MAMI Co-Director, stated: “We want young people to learn about the amazing opportunities they have here at home to become engaged in rewarding, high-value mining careers with incredible benefits – this all begins with sharing information. We want everyone, especially youth, to understand that whether it’s the lithium, gold, and tungsten in your smartphone, to the aluminum and graphite in your bike, golf clubs, hockey sticks, and skate blades; Manitoba’s critical minerals are essential to your daily life.”

MAMI wants Manitobans to know than mining is key to a greener future. “Manitoba holds an abundance of the critical minerals that are fundamental ingredients in the green technologies that we depend on to make a high quality of life possible for future generations, including solar panels, hybrid vehicles and wind turbines – to name a few,” said Kennedy. “Environmentally-sensitive technologies have advanced dramatically in the last several decades and today are becoming prevalent in all new mining operations. The industry in Manitoba is committed to contributing to Canada’s goal of net zero emissions by 2050.” 

The Critical Minerals Strategy: Driving Sustainable Growth, released by the Province, states that Manitoba has 29 of the 31 critical minerals, which are essential for so many parts of everyday life, including clean energy technologies, electronics, telecommunications, defense systems, and advanced manufacturing. With the demand for clean energy increasing, mining will play a vital role in economic growth, innovation, and national security. 

MAMI’s campaign is designed to take that information and make it common knowledge in a way that has never been done in the mining industry before. “UPmb is a unique – and to our knowledge unprecedented – campaign that is designed to educate all Manitobans about modern mining as well as the potential benefits this growing industry can bring to our province,” said Morris. “The initiative will help educate Manitobans on the basics of critical minerals and metals, how these resources can help Manitoba lead Canada in the shift towards a green and what it means for our province going forward.” 

According to Statistics Canada, as of 2019, the mining industry employs more than 1,500 Manitobans and offers an average salary of more than $100,000 per year. Additionally, the mining and mineral industry currently contributes more than $1 billion per year to Manitoba’s economy with the potential for growth, which will help to fund Manitoba’s essential services –including healthcare, social programs, and education. 

“Mineral exploration uncovers resources which create opportunities to contribute towards economic reconciliation for Indigenous communities,” Morris stated. “This happens in numerous ways, such as through Indigenous ownership, ongoing community revenues, and high-quality jobs and career opportunities in Northern MB.” 

The multi-faceted UPmb campaign, developed by 6P Marketing and funded by the Province of Manitoba, will be launched across Manitoba early 2024 using TV, radio, outdoor, print and online, as well as social media. Manitobans will also be invited to learn more about Manitoba’s future prosperity at www.uncoverprosperitymb.ca.