01 —
Approach
Tell the truth.
Northern Minnesota’s forests and lakes are the target of sulfide mining proposals that could forever change the region. Research showed a lack of awareness for the risks these mines pose to Lake Superior and the Boundary Waters.
Friends of the Boundary Waters Wilderness formed Mining Truth, a grassroots coalition, to help Minnesotans make informed decisions about the future of mining and the environment in their state.
The new Mining Truth logo made a strong visual statement for the campaign.
The Truth Report became a go-to resource for environmental agencies and government representatives, like Governor Dayton, looking for information on sulfide mining.
The website became a hub for news, information and a petition to stop sulfide mining in Minnesota.
Billboards along popular routes to Lake Superior and the Boundary Waters asked Minnesotans to consider the issue.
The issue captured media attention across Minnesota, even in mining strongholds.
02 —
Results
- Positioned Mining Truth as an objective, trusted resource on sulfide mining in Minnesota.
- Recruited a balanced mix of environmental groups, Minnesota businesses and cultural organizations to the coalition.
- Earned 61 news stories over a critical six-day period.
- Built a sustainable movement that continues to influence the issue, including a statement of “strong opposition” from Governor Dayton.
"The folks at Beehive have proved to be strategic and easy to work with on challenging, innovative projects. If I had a Venn Diagram for this, they’d be in the sweet spot."
— Paul Danicic, Executive Director, Friends of the Boundary Waters Wilderness