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Wednesday, August 10, 2016

'Sex sells': Mining company defends use of bikini video to promote Ontario's Ring of Fire

While there is indeed good economic potential in the development of the Ring of Fire, progress is slow. Furthermore, the project could bring huge benefits to rail transportation in the North, not to mention a whole new era of cooperation between First Nations and Bay Street. Despite this, the media coverage of the project is relegated to media in Northern Ontario or within the mining industry itself.

In a bid to promote the project to a broader audience, KWG Resources has published a series of "Mining Minute" videos to promote the project to a wider audience (although the view counts on Youtube are modest to say the least).

One particular episode has attracted criticism for showing bikini-clad spokeswomen explaining the benefits of the project. While the company claims that this is a great marketing tool (and within the industry it might be), it makes them appear dated and old-fashioned. Further, it sends a very negative message for women who are thinking of entering the mining industry: how will their colleagues view them? As equals or as entertainment?

In the long-term plan to develop the Ring of Fire, this video is likely to have no effect whatsoever.  However, it does call into question the image that KWG is trying to project.

>>>'Sex sells': Mining company defends use of bikini video to promote Ontario's Ring of Fire - CBC News<<<

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