Amplifying the fifth annual Africa Awards with a new strategy and visuals

Established in 2019, the Africa Awards were created to celebrate Australian mining industry pioneers who are demonstrating leadership in environment, social and governance (ESG) practices in Africa.

In 2023, AAMEG wanted to revise the categories so that explorers, resource producers and services providers would be competing in distinct categories. They also wanted to provide an opportunity for not-for-profits and charities to participate, using the platform to gain visibility of their work by industry players capable of investment and partnership.

AAMEG then needed marketing, strategy and communications support to promote the Awards and garner nominations, sponsorships and reputable judges.

We began by benchmarking the Awards program against a range of Australian and international leadership and mining awards, inspecting category names and criteria. We proposed the creation of leadership categories which would see entrants compete based on their role, size, and structure to level out the playing field.

We led a strong promotions campaign which began with an uplift of the website pages. We created pages that were easy to navigate, with content laid out in a digestible format with clear calls to action. The promotions campaign also included crafting talk tracks for the CEO for use at sundowners, a corporate video, and when engaging with stakeholders.

A key part of the promotional campaign was creating a series of engaging social media posts with animated graphics that captured the audience’s attention and made sharing updates more visually exciting. The visual elements were carried through at the event in the Award ceremony presentation, and showreel. We crafted the event script and runsheet to highlight the stories behind the nominations. The result was an event that was smooth and captivating.

The 2023 Africa Awards were the best yet, with an increase in nominations, sponsors and judges on previous years. The calibre of entrants, sponsors and judges demonstrated the enthusiasm for an industry award that recognises Australians doing things right in Africa.

There were 14 nominations with Orion Minerals, South 32, Geodrill, and Australian Doctors for Africa winning an Award each across the four categories. Each award and the Award Ceremony Cocktail Reception attracted a sponsor, with two sponsors committing to ongoing sponsorship for future Africa Awards events. There was an esteemed panel of eight judges with expertise across mining, ESG, sustainability, finance and business consulting.

We are pleased to continue working alongside AAMEG as their chosen communications partner for their monthly needs and for delivery of the 2024 Africa Awards.

Read about the NOMINEES. Read about the WINNERS. Read about the JUDGES.   

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