Gold Fields (Australia)

The brief

Our approach

• Spoke developed a phased communications strategy across several key stages of the St Ives project, including stakeholder mapping, associated key messaging and identifying publicity opportunities.
• All opportunities were designed to reflect strong linkage back to the Company’s overall ESG, sustainability and decarbonisation vision to “create enduring value beyond mining.”
• Spoke leveraged project milestones and community engagement activity to produce a mix of industry and people-focused pitches to media outlets at local and national level.
• Pitching to Spoke’s network of mainstream, local and industry media contacts combined with drafting a series of media releases published on Company’s website resulted in a high level of interest from media outlets.
• Given the regional and remote location of the project, Spoke packaged a wide range of print and digital communication and information materials to supply to stakeholders and media outlets.
• Digital content experts were deployed to school workshops to document engagement and activity with students, demonstrating Gold Fields connection to grassroots organisations.
• This required extensive stakeholder management and coordination, as well as timely creation of marketing assets to help communicate project information to school-aged children.
• Spoke responded to organic media enquiries from a range of outlets, managing them on a case-by-case basis to ensure key messages were adhered to and Gold Fields was represented as best in class when it comes to delivering on ESG commitments.
• Spoke also planned and implemented community events to mark milestones in the project, keeping stakeholders updated and giving them direct participation opportunities as the project evolved.

The results

• More than 200 students and several Indigenous artists engaged as part of the creative workshop process, with extensive exposure delivered through take-home marketing collateral created by SPOKE handed out to all attendees.
• A mix of direct and written stakeholder engagement helped educate community leaders, community members and road users about the transportation of more than 2,000 tonnes of equipment 1,000km from Geraldton Port to Kambalda.
• Spoke combined this with a media strategy and active outreach generating 113 media hits with a combined cross-platform reach of 10.86 million.
• Top billing coverage included a mix of print, broadcast and online stories produced by the ABC, The West Australian, Seven Regional, International Mining, Mining Technology and Paydirt.
• Providing digestible media briefs and counsel to key Gold Fields talent resulted in strong interview performances on and off camera.
• Gold Fields and its St Ives Renewables Project took out two decarbonisation awards at the Energy and Mines Australia Summit in May 2025
• Creative schools artwork featured in an exhibition at Goldfields Arts Centre in April 2025 and final designs unveiled at a community event in October 2025, pushing the Gold Fields brand deeper in to the community.
• Additional education series developed by Spoke in collaboration with Gold Industry Group to roll out at multiple regional schools, focused on environmental and social benefits of decarbonising the resources sector.
• Video productions by Spoke were screened to the Company’s global ExCo in Johannesburg and shared extensively with the Company’s 3,500 Australian staff to showcase Company values.