[VIDEO] Minerals Council of Australia launches ‘coal is amazing’ campaign
The Minerals Council of Australia (MCA) has launched a new advertising campaign to showcase the indispensable role of coal mining in Australia.
The campaign, Little Black Rock, hails the numerous benefits of the coal mining industry, such as its contribution to employment ($6 billion in wages each year), national income (worth $40 billion to Australia in exports annually) and its role in providing cheap electricity (71 percent of electricity in Australia comes from coal).
According to MCA’s coal director Greg Evans, the campaign is built on facts and meant to keep people informed.
"Coal is an important Australian industry. It is our second largest export, a major employer in NSW, Queensland and Victoria and provides 71 per cent of the nation's electricity," said Evans.
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"The industry considers it critical that the community is kept informed about its role, its prospects for the future and the significant advancements it is making in reducing emissions."
The timing of the campaign comes less than three months before world leaders converge in Paris for the United Nations Framework Convention on Climate Change.
“This has been in train for some time,” said a spokesman for the Minerals Council. “It’s fair to say there are a few misconceptions out there the industry wants to tackle. This is aimed at the general public but we obviously want the politicians to take notice of it.”
The Minerals Council’s ad campaign also comes at a time when many coal miners, including Rio Tinto and Anglo American, continue to battle approvals for new mines or extensions to existi9ng mines in the country.
The MCA campaign goes on to say that newer coal technologies have already cut emissions by 40 percent and “research continues into making coal cleaner and more sustainable for generations to come.”
The advertisement campaign is currently running in television, newspaper and radio.
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