As global initiatives, like the SDGs, clean energy, climate change and food and water security, become more urgent, copper plays an important role in almost every economic sector. Yet the proliferation of traditional and social media channels makes it difficult for a single organization or individual to gain a clear pathway for sharing messages. NGOs, policy makers and government officials are often bombarded with conflicting voices. That is why ICA is positioned to act as an advocate for the industry and establish a strong, unified message to cut through the clutter.