PERSONAL VIDEOGRAPHIES OF OUR PEOPLE’S COVID-19 EXPERIENCES REACHED THOUSANDS OF STAKEHOLDERS ON SOCIAL MEDIA PLATFORMS FROM MAY TO DECEMBER 2020. THE “FEELGOOD” STORIES WERE WELL-RECEIVED BY OUR SUPPORTIVE AUDIENCES WHO CONTINUE TO ENGAGE POSITIVELY WITH EXXARO.
We plan to include more call-to-action content that will encourage further engagement and mobilise our communities to become involved in the country’s battle to adapt to the new COVID-19 normal. Our people are certainly familiar with the safety messages driven home by our Khetha Ukuphepha campaign over the years.
SOCIAL MEDIA CAMPAIGN
19% positive conversations
(72% neutral and < 6% negative)
Most online conversations sustained within neutral to positive space over six months
139 000 mentions of Exxaro
Keywords in conversations relate to:
Impact of COVID-19 as first wave ended
Recovery of mining industry
Concerns about mining industry and restrictions during second wave
Spikes in Exxaro conversations about significant events in South Africa
August 2020
President Cyril Ramaphosa addressed the nation and announced the move to lockdown level 2
Exxaro published interim core earnings and revenue due to record export figures despite a weaker rand
Talks about corruption and government spending on PPE
GBV initiatives
October 2020
NUM planned strike at De Beers, Exxaro and Petra Diamonds
Slindile Khubisa (professional nurse at ECC) contracts COVID-19 on the frontline and tells her story to spread hope and educate the public
December 2020
Jaco Coetzee (plant manager at ECC) reminds the public that COVID-19 doesn’t discriminate
Exxaro is committed to creating opportunities for entrepreneurs that encourage economic growth
Exxaro’s interest-free loan repayment holidays, funding and webinars help ESD beneficiaries survive the lockdown
Our ability to defeat the pandemic is based on our prevention measures — COVID-19 tested Exxaro’s robustness
