WA Resources Make it Possible advertising campaign launched by CME, Rita Saffioti to educate state on mining

Treasurer Rita Saffioti says she was surprised half of West Australians could not name three minerals produced in WA, as she welcomed a new advertising campaign to inform the public. At a press conference on Wednesday, she correctly identified lithium, nickel and copper. The digital tower at Yagan Square was the launch pad for a new ad campaign, “WA Resources Make it Possible”, funded by the Chamber of Minerals and Energy WA. The CME campaign features everyday activities that depend on minerals, including cooking with gas, construction work, and ordering and paying for breakfast using a mobile phone that contains lithium, cobalt, copper, gold, nickel and aluminium. CME chief executive Rebecca Tomkinson said the campaign is also targeting politicians, ahead of State and Federal elections in the next six months. “It’s always great to let decision makers know just how significant the resources sector is, not just for the WA economy but for the national economy and also global security,” she said. Ms Saffioti described the industry as a key economic driver. “It employs tens of thousands of people but, importantly for the State, it helps generate the revenue that funds our nurses, our police service, our essential services,” she said. “I think we constantly need to remind Western Australians about the importance of the resources industry.” A survey of 807 people by Painted Dog Research and commissioned by the CME found only 50 per cent could name three minerals, almost 10 per cent could not name any, and the results were worse in the younger age brackets. On Tuesday, many shoppers stopped by The West Australian in Hay Street Mall and admitted they knew nothing about mining and wouldn’t answer questions. But half a dozen people managed to name at least three minerals, with gold, aluminium, and iron ore being the most common answers. “It’s sort of out of sight, out of mind. It’s up north,” software engineer Alex said. Tammy, a 38-year-old finance officer, could not name any minerals. “I should be able to,” she said. “I don’t have any negative opinions, nor positive, but I know it helps WA money-wise.” Friends and lifeguards Isabella and Jemima named iron ore and gold. Though they acknowledged the industry’s economic value, both were worried about its environmental impact. “It would be better for the environment if they could use better fuels, like not using as much diesel,” Jemima said. Ms Tomkinson said the resources industry has an important role to play in Australia’s transition to net zero. “Mining and the environment do co-exist, we work together for great environmental outcomes,” she said. “Our industry has stated how significant it is that we have strong environmental outcomes that still enable great business.”