The Benefits of Dialogue

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The Benefits of Dialogue
Competitiveness and Communication The Role of EU
Associations

• John Schonenberger
• Chief Executive
• European Copper institute

Copper Connects Life TM
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Contents

• What is the European Copper Institute ?
• Why dialogue with the EU ?
• What strategies have we used ?
• Are we being successful ?
• Closing thoughts

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European Copper Institute

• Formed in 1998
• Joint venture between the worlds mining
  companies and the European copper industry
• Headquarters in Brussels
• Ten Copper Development Associations in EU

ECIs Mission To inspire Europe about
copper's essentiality for health, technology and
the quality of life
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What is Copper ?

• 2005 global usage of 20 million tonnes
• Demand has doubled since 1970
• Europe accounts for 29
• Essential element for human and plant life
• The best conductor of electricity (after silver)
• 65 used in Electricity and Energy
• 100 recyclable without loss of performance
• 40 demand met via recycling

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What is Copper ?
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Copper Products Deliver

• Outstanding electrical energy efficiency
• Meet Kyoto emissions reduction commitment
• Exploit renewables
• Improve Europes cost competitiveness
• Long life cycles in Building Construction
• Clean drinking water
• Interior and exterior architectural products
• Safety, convenience and comfort in automobiles
• ABS, GPS, on board computers, entertainment, etc

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But, Copper is ..

• . a relatively energy intensive material to
  produce and transform

• . frequently tagged with the expression
• heavy metal

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Contents

• What is the European Copper Institute ?
• Why dialogue with the EU ?
• What strategies have we used ?
• Are we being successful ?
• Closing thoughts

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Why Dialogue with the EU ?

• To raise awareness of coppers benefits
• To appropriately influence policy
• To protect the industry and its products from
  inappropriate regulation and/or cost
• To secure co-funding for promotional work

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Contents

• What is the European Copper Institute ?
• Why dialogue with the EU ?
• What strategies have we used ?
• Are we being successful ?
• Closing thoughts

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What Strategies Have We Used ?

• Transparent message development processes
• Involve industry at the highest level
• Clear strategy and objectives
• Commitment and funding
• Built network of allies, partners 3rd party
  endorsers
• Identified specific target audiences
• Combined EU and national messages
• Focus on where copper, not ECI, makes a difference

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Contents

• What is the European Copper Institute ?
• Why dialogue with the EU ?
• What strategies have we used ?
• Are we being successful ?
• Closing thoughts

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Are We Being Successful ?- in raising awareness
2001 EU Parliament Event
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Are We Being Successful ?- in influencing policy

• Electric motors use 30 of EU electricity
• 30-50 savings possible
• Coppers conductivity plays a key role
• ECI one of 5 European Association partners
• 2 Copper Development Centres act as national
  contact points

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Are We Being Successful ?- in protecting against
inappropriate regulation

• EU Voluntary Risk Assessment
• Industry initiative
• Does the production, or use, of copper products
  present any noticeable harm to the environment or
  human health ?
• 4 year, 8 million project
• Independent peer review panels and Italy as
  review country
• Dossier now under review by EU Member States
• Opens up bi-lateral discussions at Member State
  level
• Pilot for new REACH legislation
• Provides comprehensive dossier for use in future
  water, soil and sediment framework policies

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

• 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

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Closing Thoughts

• Dialogue is not the same as communications
• Associations are competing for EU attention
• What is your competitive edge, or offering ?
• Who is your real enemy ?
• The regulator or a competing industry ?
• Being constructive beats complaining
• Investment in human resources is key

Copper Connects Life TM