Blue Circle Southern Cement
In 2005, Boral’s Blue Circle Southern Cement (BCSC) received approval from the Department of Environment and Climate Change to burn three types of alternative kiln fuels (waste tyres, waste oil and waste carbon dust). Community members concerned about the health impacts of dioxins, and little faith in ‘self regulation’ formed the Residents Against Dioxins group, aiming to permanently shut down the alternative fuel program. In 2006, following public disclosure of license breaches, BCSC’s alternative fuels license was suspended. In 2008, Futureye was asked to provide advice on how to re-gain BCSC’s regulatory and long-term social license in the region.
Our solution:
In a context of high outrage, Futureye engaged stakeholders and reviewed policy context to provide BCSC with a current state analysis. Through workshops BCSC understood the complex regulatory context in which it was operating, the factors driving community fear and mistrust and the integrated approach that would establish it as a transparent, accountable organisation. An important part of this process was sustainable development theory, risk communication and media training with the senior management team to build internal capability in understanding the issue and how to resolve it.
The result:
In January 2009, BCSC’s licence for burning alternative kiln fuels was reinstated. The communications strategy developed was aligned with BCSC’s commitment to improve its environmental management systems to ensure compliance, and leading practice. With consistent and transparent messaging, senior management was able to build more respect from its critics externally. It was also better able to build confidence amongst its staff – key ambassadors for BCSC’s new alternative fuels strategy.
“Since developing the communications strategy with Futureye, we have developed a much stronger, more respectful relationship with the regulator and with the wider community. We are now communicating with the media proactively, and the change in their portrayal of us is evidence of that.” |