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ustralia’s mining
industry has launched a new ode to coal in the form of a major advertising
campaign that hails the mineral’s ability to “create light and jobs”, as well
as claiming that new technology will drastically slash its emissions.
The campaign, called Little Black Rock, has been launched
by the Minerals Council of Australia.
An eye-catching TV ad shows an extreme closeup of the contours of a lump of coal, as if it were the surface of a rugged, distant planet.
An eye-catching TV ad shows an extreme closeup of the contours of a lump of coal, as if it were the surface of a rugged, distant planet.
A voiceover explains the “endless possibilities” of coal,
claiming the coalmining industry provides $40bn a year to Australia’s economy.
It adds that coal “can now reduce its emissions by up to 40%. It’s coal. Isn’t
it amazing what this little black rock can do?”
Read the Guardian
story - “Mining industry's new 'coal is amazing' TV ad labelled desperate”.
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