Major new campaign to rebrand for coal mining for women and girls
As part of a new campaign designed to rebrand coal for the next generation, the mining lobby is finding new ways to target young women and suburban mums.
NSW
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EXCLUSIVE
Young women and suburban mums are being targeted with pro-coal ads when they listen to sex, relationship and pop culture podcasts or while they watch TV in a major rebrand of the energy source Labor is trying to phase out.
The deal between the NSW Minerals Council and a range of streaming platforms is part of a major push to spread coal awareness to demographics who may not have considered supporting mining before.
Through a deal with streaming giant Spotify, the coal lobby is targeting women listening to popular podcasts like sex and relationship podcast Life Uncut and lifestyle and pop culture podcast Mamamia Out Loud with programmatic ads telling them that coal fired power is still crucial to Australia’s energy transformation.
NSWMC boss Stephen Galilee said he wanted NSW to feel proud of the mining industry and the industry had great stories to share - including to women.
“We have great stories to tell. We’re innovating how we tell those stories, reaching more people where they actually consume their information,” he said.
“This includes using new platforms to show more people how important mining is to their day-to-day lives.
“As part of our campaign, we’re also seeking to inspire the next generation of miners, and in particular, help more women see mining as a rewarding career pathway.”
NSWMC said it was guided by new data that showed young people are getting their information from social media.
TV ads which are being rolled out on free-to-air news streaming apps all feature women speaking about the benefits of coal to the Australian economy.
In addition to podcasts and TV ads, NSWMC we will be rolling out content on TikTok, Facebook and Instagram.
Nine out of the top 10 posts on Mining NSW’s Instagram page feature women including videos showing young women going on a “steel scavenger hunt” to find as many items as they can by the beach that are made of steel.
Another video features a young woman named Olivia out on a run as she tells viewers about mining rehabilitation.
“The NSW mining industry is one of the most innovative in the world,” Mr Galilee said.
“There are over 35,000 men and women across NSW working in our mining sector which is worth around $60 billion
in export value.
“Mining provides the resources we all use every day from coal to make steel for housing and infrastructure, and to generate electricity, to copper, zinc and silver for technology like smart phones and hospital equipment like infant incubators, and so much more.”
The great coal rebrand comes amid Labor’s growing push towards renewable energy and away from coal and gas.
Originally published as Major new campaign to rebrand for coal mining for women and girls
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