Minera Candelaria faced the major challenge of securing environmental approval to extend the lifespan of its operations in the Atacama region through 2040. To ensure a successful process, the company aimed to deepen its connection with both the community and government authorities—particularly important given its unique position as a mining operation located within the urban limits of Tierra Amarilla.
We launched outreach campaigns with individuals and groups benefiting from its programs and scholarships, alongside a positive communication strategy highlighting the actions and measures implemented by the company, aiming for greater media visibility. We created Candelaria Vecina, a social media platform that brings together all the company’s initiatives benefiting its communities.
While this plan was underway, on the afternoon of Saturday, July 30, 2022, a sinkhole measuring 60 meters deep and 30 meters wide unexpectedly appeared on the grounds of the Alcaparrosa Mine. The incident made headlines worldwide and placed the company under public and regulatory scrutiny due to its proximity to populated areas.
The communication strategy underwent a complete overhaul. An integrated plan was implemented, aimed at strengthening relationships with regional, national, and international media, and a networking agenda was activated with local authorities, regional officials, government ministers, and lawmakers, led by the Public Affairs department. The goal was to provide transparent and timely information about the event, in line with the company’s ongoing commitment to the community and government bodies.
Simultaneously, a specific plan was developed to communicate all the actions taken by the company to address the effects of the sinkhole, which led to the creation of the PIMA plan.
Once the contingency was resolved, communication efforts shifted to reposition the Candelaria Mining Optimization and Operational Continuity Project 2040.
The project was approved by Coeva in September 2023, extending operations through 2040.
