Mining's Image... Fact Or Fiction? What Does The Public Really Think?

The mining industry's image is molded by what the general public knows, or thinks they know about mining. As we prepared for the production of Caterpillar's educational film, Common Ground, we first had to find out exactly what the public perceptions about mining were. Before we could educate people about mining, we had to find out what they already thought. As we broke down those perceptions, we were able to narrow our focus to relevant, realistic approaches for the film. We found out what people didn't know about mining. And most importantly, we singled out the facts they should know... facts that could create more favorable attitudes. This research was instrumental in our final direction for the Common Ground project.