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Coal not so 'amazing', public say, as mining industry advertising backfires

A major advertising campaign that claimed coal was “amazing” and had “endless possibilities” appears to have proved counter-productive, a new poll suggests.

The net approval rating of coal fell by 9% after Australia’s mining industry ran the “Little Black Rock” campaign, which began in September across TV, radio, press and online, and featured a close-up of a lump of glistening coal.

The ad claimed coal added $40bn a year to Australia’s economy and “can now reduce its emissions by up to 40%”. The tagline was: “Isn’t it amazing what this little black rock can do?”


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