Women in Operations

In a category defined by tradition and imbalance, AECI Mining set out to reframe what leadership in mining looks like.

The Women in Operations campaign was developed as a LinkedIn-first video strategy, designed to spotlight the women actively shaping the industry from within — not as a statement, but as lived reality.

Timed to South Africa’s Women’s Month, the campaign positioned AECI as a brand that doesn’t just support inclusion, but embodies it through its people.

We produced, shot, and edited a three-part video series, each episode profiling a different woman in mining. The videos shared personal stories, professional journeys, and insights into how these women are shaping the future of the sector.
The content was strategically launched across social media platforms throughout Women’s Month, amplifying reach and engagement.

In addition to the videos, the campaign extended to photography and graphic design assets that captured key quotes from each interview. These visuals were used to reinforce the messaging and bring attention to the inspiring narratives of women in operations.

The campaign was not only showcased externally but also played a central role at an internal Women in Operations event, ensuring recognition and inspiration within AECI’s own community.

This campaign succeeded because it aligned strategy, storytelling, and platform behaviour.

Instead of telling audiences what AECI stands for, the campaign showed it through people. Real stories created emotional connection and credibility in a technical industry.

The content was built specifically for LinkedIn — not adapted to it.

Women’s Month provided a moment where the message was not just seen, but expected and welcomed.