SITUATION
Aurubis Bulgaria set out to introduce the Women for Metals (W4M) global initiative to the employees of its copper plant. Founded in 2019 by female employees of Aurubis Group, W4M aims to make the metals industry more attractive to women by promoting equal career opportunities, fair pay, teamwork, work-life balance, gender diversity and professional growth in a traditionally male-dominated field. Over time, support for the initiative grows and other companies in the industry join.
AMI Communications was entrusted with preparing the W4M launch in Bulgaria.
GOALS
- Launch the Women for Metals initiative in Bulgaria.
- Inform Aurubis Bulgaria employees, stakeholders, and the general public at both national and regional levels about the initiative.
- Engage local communities with the principles of the initiative and involve them actively.
STRATEGY
- Strong Leadership Representation: Establishing national and regional ambassadors to champion the initiative and drive engagement.
- Multi-Level Communication: Combining internal messaging, media outreach, and stakeholder engagement to ensure widespread awareness.
- Community & Industry Integration: Positioning Women for Metals as a movement that extends beyond Aurubis, involving local communities and industry stakeholders.
- High-Impact Launch & Visibility: Creating a compelling introduction through a well-structured event, discussions with key figures, and symbolic activations.
- Sustained Engagement & Growth: Laying the foundation for long-term participation through continuous communication, activities, and partnerships.
TACTICS
- Empowering two ambassadors of the program and positioning them at both national and regional level
- Launch event for representing the initiative with a discussion part with Aurubis Group W4M activists and Bulgarian prominent women leaders
- Installing a decorative wall at Aurubis plant administrative building with inspiring and motivation messages. All guests and launch event speakers were invited to write their wishes to W4M.
- Sports event under the auspices of Women for Metals initiative with the participation of local Pirdop town girls volleyball team and national volleyball stars.
- Internal communications – distribution of information about W4M to all employees, along with invitations to the initiative’s first events. Sharing a brief video featuring key moments from the launch with those unable to attend.
Media communication:
- 3 press releases
- 4 dedicated articles
- Interview of the national W4M ambassador Emanuela Manolova, Iron-silicate Business Development Manager at Aurubis Bulgaria, for business media
- Social media posts in Aurubis Group and Aurubis Bulgaria channels, as well as in social media channels of partners and stakeholders – total 23 posts in Facebook and LinkedIn
RESULTS
- 70+ guests attended the event, among them diplomats, CEOs, government officials, local authorities, Aurubis employees
- Press coverage in 25+ media; 92,250 Daily Reach
- 100% key messages penetration in all publications (press releases, articles) and 98% usage of brand visuals
- Total 547 likes and 13 shares of social media posts
Media center
