Mining Moves Us
Office
Dominican Republic
Services
Deep Learning
Reputation & Leadership
Digital Marketing
Creativity & Advertising
Content Lab
Date
2025
For years, the Dominican mining sector had only a limited presence in the public conversation. Its economic importance was clear, but its voice did not occupy the same space in the national debate about the country’s development.
In 2025, that context became especially significant. Mining accounted for 51.9% of the Dominican Republic’s exports and continued to play a vital role in the economy, employment, and the development of communities connected to the industry. At the same time, the sector faced an environment shaped by the need to modernize the mining law, address public concerns, and strengthen its social license to operate.
CAMIPE needed more than visibility. It needed to build legitimacy, communicate the value of formal, responsible mining, and foster a conversation grounded in evidence, human connection, and sustainable development.
How could we give a voice back to a sector that had long remained outside the public conversation and demonstrate, through facts, the value it brings to the country?
Solution
We developed an integrated strategy to reposition the mining sector within the Dominican Republic’s public conversation. The starting point was an in-depth analysis of social discourse around mining, which allowed us to update the sector’s strategic diagnosis and identify key narrative territories, risks, opportunities, and stakeholders.
Based on these insights, we created Mining Moves Us, a campaign designed to connect the sector’s economic value with its tangible social impact. The narrative was built around two core ideas: lasting prosperity and responsible mining. Rather than focusing solely on exports, investment, or employment, we showed how formal mining also translates into rural roads, access to healthcare, technical education, scholarships, renovated homes, and new opportunities for local communities.
The campaign integrated corporate communications, public affairs, creativity, paid content, digital management, and data analytics. Its approach combined education with emotional storytelling: explaining what legal, sustainable mining is, challenging misconceptions, and putting a human face on its contribution to the Dominican Republic.
By restoring the mining sector’s voice and replacing traditional corporate messaging with a narrative grounded in education, data, and human stories, CAMIPE became the industry’s leading strategic asset and reputational shield in the Dominican Republic. The organization increased its active share of voice in the sector conversation by 7%, achieved a 14-percentage-point increase in positive sentiment, and improved its net sentiment score (sNPS) by 26 points, reflecting stronger net favorability despite a socially contentious environment.
Our digital strategy was driven by continuous data intelligence. Through weekly social listening and dedicated reports during critical moments, we adapted the content strategy on a monthly, weekly, and daily basis in response to shifts in public conversation and the broader news cycle. This digital ecosystem enabled us to reach diverse audiences, strengthen the campaign’s information hub, and continuously measure the performance of both organic and paid content.
The content mix included 65% educational content designed to inform and dispel myths, complemented by more than seven documentary films that translated macroeconomic figures into tangible community stories. By giving the microphone to local suppliers, employees, and community beneficiaries, this content architecture made emotional storytelling the campaign’s strongest asset, generating 2.5 times higher engagement rates than other content. The campaign ultimately reached a record 79% positive sentiment, reduced neutral sentiment to 8%, and generated nearly 70,000 interactions from a conversation volume of just 320 mentions.
In parallel, we implemented a stakeholder engagement and influence strategy. We strengthened relationships with editors at leading media outlets, promoted opinion pieces and strategic media coverage, and advanced a public affairs agenda by gathering insights from legislators and decision-makers to support discussions around legal certainty, regulatory modernization, and the country’s new mining law.
As a result, CAMIPE evolved from an organization with limited public visibility into the mining sector’s leading voice—clearer, more influential, and better equipped to advocate for the role of responsible, formal mining in the Dominican Republic’s development.
The strategy contributed to strengthening the mining sector’s social license to operate by combining institutional partnerships, proactive media engagement, and a human-centered narrative about its economic and social impact on local communities. It also created spaces for dialogue and active listening with traditionally critical stakeholders; including the Church, reinforcing the idea that trust is built through lasting relationships, fulfilled commitments, and continuous engagement with the communities it serves.
