01 —
Strategies
- Establish a proactive, positive, and fact-based issue position, centered on what the Mille Lacs Band of Ojibwe stands for and aims to protect
- Expand awareness and education on central issues beyond Indigenous communities
- Position Mille Lacs Band of Ojibwe as leading voice on Tamarack Mine response, while engaging and aligning credible, third-party experts
- Hold parties behind Tamarack Mine accountable regarding the impact and risks associated with the proposed project
02 —
Activation
- Leverage a hub-and-spoke initiative approach with the Mille Lacs Band of Ojibwe serving as the central voice on issues related to the proposed Tamarack Mine, supported by third-party expert voices
- Establish a differentiated voice and brand identity to articulate the importance of prioritizing water over nickel mining
- Position Mille Lacs Band as leading voice on Tamarack Mine impacts through national and local media opportunities
- Host a launch event to introduce the Mille Lacs Band-led initiative to core audiences and media
- Incorporate initiative messaging into ongoing tribal and community events to increase awareness and encourage action
03 —
Results
- Created presence in national media conversation, featuring Mille Lacs Band as leading voice on issue and building overall brand awareness
- Aligned with state and federal government leaders through public affairs strategies
- Established strong affiliations with expert voices on environmental, cultural and legal issues surrounding proposed mine
- Influenced mine ownership’s executive response and mining strategy
- Developed Water Over Nickel branding and messaging through unique logo, website, social media pages and key messages