The Benefits of The Benefits of DialogueDialogue

John SchonenbergerJohn SchonenbergerChief ExecutiveChief ExecutiveEuropean Copper European Copper instituteinstitute

Competitiveness and CommunicationThe Role of EU Associations

Copper Connects Life TM

ContentsContents

• What is the European Copper What is the European Copper Institute ?Institute ?

• Why dialogue with the EU ?Why dialogue with the EU ?

• What strategies have we used ?What strategies have we used ?

• Are we being successful ?Are we being successful ?

• Closing thoughtsClosing thoughts

European Copper European Copper InstituteInstitute

• Formed in 1998Formed in 1998• Joint venture between the world’s Joint venture between the world’s

mining companies and the European mining companies and the European copper industrycopper industry

• Headquarters in BrusselsHeadquarters in Brussels– Ten Copper Development Associations in Ten Copper Development Associations in

EUEU ECI’s Mission

To inspire Europe about copper's essentialityfor health, technology and the quality of life

What is Copper ?What is Copper ?

• 2005 global usage of 20 million tonnes2005 global usage of 20 million tonnes– Demand has doubled since 1970Demand has doubled since 1970

• Europe accounts for 29%Europe accounts for 29%• Essential element for human and plant Essential element for human and plant

lifelife• The best conductor of electricity (after The best conductor of electricity (after

silver)silver)– 65% used in Electricity and Energy65% used in Electricity and Energy

• 100% recyclable without loss of 100% recyclable without loss of performanceperformance– 40% demand met via recycling40% demand met via recycling

What is Copper ?What is Copper ?

Copper Products Copper Products Deliver…Deliver…

• Outstanding electrical energy efficiency:Outstanding electrical energy efficiency:– Meet Kyoto emissions reduction commitmentMeet Kyoto emissions reduction commitment– Exploit renewablesExploit renewables– Improve Europe’s cost competitivenessImprove Europe’s cost competitiveness

• Long life cycles in Building Construction:Long life cycles in Building Construction:– Clean drinking waterClean drinking water– Interior and exterior architectural productsInterior and exterior architectural products

• Safety, convenience and comfort in Safety, convenience and comfort in automobilesautomobiles– ABS, GPS, on board computers, entertainment, ABS, GPS, on board computers, entertainment,

etc etc

But, Copper is …..But, Copper is …..

• …. a relatively energy intensive material to produce and transform

• …. frequently tagged with the expression – heavy metal

ContentsContents

• What is the European Copper What is the European Copper Institute ?Institute ?

• Why dialogue with the EU ?Why dialogue with the EU ?

• What strategies have we used ?What strategies have we used ?

• Are we being successful ?Are we being successful ?

• Closing thoughtsClosing thoughts

Why Dialogue with the Why Dialogue with the EU ?EU ?

• To raise awareness of copper’s benefitsTo raise awareness of copper’s benefits

• To appropriately influence policyTo appropriately influence policy

• To protect the industry and its To protect the industry and its products from inappropriate products from inappropriate regulation and/or costregulation and/or cost

• To secure co-funding for promotional To secure co-funding for promotional workwork

ContentsContents

• What is the European Copper What is the European Copper Institute ?Institute ?

• Why dialogue with the EU ?Why dialogue with the EU ?

• What strategies have we used ?What strategies have we used ?

• Are we being successful ?Are we being successful ?

• Closing thoughtsClosing thoughts

What Strategies Have We What Strategies Have We Used ?Used ?

• Transparent message development Transparent message development processesprocesses– Involve industry at the highest levelInvolve industry at the highest level– Clear strategy and objectivesClear strategy and objectives– Commitment and fundingCommitment and funding

• Built network of allies, partners & 3Built network of allies, partners & 3rdrd party endorsersparty endorsers

• Identified specific target audiencesIdentified specific target audiences• Combined EU and national messagesCombined EU and national messages• Focus on where copper, not ECI, Focus on where copper, not ECI,

makes a differencemakes a difference

ContentsContents

• What is the European Copper What is the European Copper Institute ?Institute ?

• Why dialogue with the EU ?Why dialogue with the EU ?

• What strategies have we used ?What strategies have we used ?

• Are we being successful ?Are we being successful ?

• Closing thoughtsClosing thoughts

Are We Being Successful ?Are We Being Successful ?- in raising awareness- in raising awareness

2001 EU Parliament Event

Are We Being Successful ?Are We Being Successful ?- in influencing policy- in influencing policy

• Electric motors use Electric motors use 30% of EU electricity30% of EU electricity

• 30-50% savings 30-50% savings possiblepossible– Copper’s conductivity Copper’s conductivity

plays a key roleplays a key role

• ECI one of 5 European ECI one of 5 European Association partnersAssociation partners

• 2 Copper 2 Copper Development Centres Development Centres act as national act as national contact points contact points

Are We Being Successful ?Are We Being Successful ?- - in protecting against in protecting against

inappropriate regulationinappropriate regulation• EU EU VoluntaryVoluntary Risk Assessment Risk Assessment

– Industry initiativeIndustry initiative – Does the production, or use, of copper products Does the production, or use, of copper products

present any noticeable harm to the environment or present any noticeable harm to the environment or human health ?human health ?

– 4 year, 8 million 4 year, 8 million € project project– Independent peer review panels and Italy as review Independent peer review panels and Italy as review

countrycountry

• Dossier now under review by EU Member StatesDossier now under review by EU Member States– Opens up bi-lateral discussions at Member State levelOpens up bi-lateral discussions at Member State level– Pilot for new REACH legislationPilot for new REACH legislation– Provides comprehensive dossier for use in future Provides comprehensive dossier for use in future

water, soil and sediment framework policies water, soil and sediment framework policies

Are We Being Successful ?Are We Being Successful ?- in securing co-funding for - in securing co-funding for

promotionpromotion• EU grant of EU grant of 800,000

€ in 2001• Develop Best practice

in Power Quality• Education & Training

of Electrical Engineers

• 7 EU countries• Won one of three

awards, out of 1,400 projects

Closing ThoughtsClosing Thoughts

• Dialogue is Dialogue is notnot the same as the same as communicationscommunications

• Associations are competing for EU Associations are competing for EU attentionattention– What is your competitive edge, or offering ?What is your competitive edge, or offering ?

• Who is your real enemy ?Who is your real enemy ?– The regulator or a competing industry ?The regulator or a competing industry ?

• Being constructive beats complainingBeing constructive beats complaining• Investment in human resources is keyInvestment in human resources is key

Copper Connects Life TM