How We Explain the Need to Modernize
the Turňa Cement Plant to Nearby Communities
Introduction
Danucem has long been working toward more sustainable production of building materials, which is why the cement plant in Turňa nad Bodvou decided to modernize its production and invest in technology that will help reduce CO₂ emissions. This investment supports Slovakia’s decarbonization goals, as well as those of the entire European Union. It is also one of the few projects of its kind in Slovakia to be supported by Slovakia’s Recovery and Resilience Plan.
However, not all residents of the surrounding villages are thrilled about this modernization, as reflected in their public statements. That’s why we work to build positive relationships between the cement plant and the local community, including through transparent information about what’s happening at the plant.
How Do We Build Relationships?
1. We Communicate Proactively via the Web and Social Media
The first step was creating an information website aimed at giving people transparent updates on everything happening at the cement plant. The site has an educational focus, and readers can find all the information they need there – from how cement is made, to why the plant needs to switch from fossil fuels to alternative fuels, to grant programs available to nearby communities.
Besides the website, we also communicate openly with neighbors on a Facebook page, where we explain the plant’s modernization process, debunk myths about its operations, and educate people about how alternative fuels work and the plant’s approach to green topics.
We also run a geo-targeted campaign aimed at smaller villages with just a few hundred residents. As a result, we’ve managed to drive an average of over 970 people to the website directly from Facebook.
We also teamed up with a green influencer who helps us bring green topics to her followers. The collaboration has proven successful and helps us bring the topic closer to younger audiences too.
2. We Join the Conversation – Even the Uncomfortable Parts
We actively engage in discussions with residents by responding to every comment on the profiles we manage for Danucem. We’re just as active wherever the company is mentioned elsewhere, presenting the company’s position. We then assess these discussions in terms of public sentiment. We also collect residents’ ideas and pass them on to plant employees for consideration. Thanks to media monitoring, we also keep track of the entire conversation happening on social media.
3. We Smooth Things Over at a Neighborhood Meetup at the Plant
What better way to convince people that cement production can be sustainable than to invite them to see it for themselves? Within just a few weeks, we organized a gathering for nearby villages, right at the plant. The aim was to walk visitors through the production process and the facility itself, so they could see for themselves that the plant is not a waste incinerator, and that the modernization won’t increase production capacity – it will instead help the company meet its sustainability goals.
Our client was thrilled by the turnout – more than 70 attendees left the plant with a slice of cake, a gift in the form of an educational board game about the principles of the circular economy, and a smile. After the event, the client received positive feedback in the form of comments on social media.
