#coalisamazing goes viral after Minerals Council of Australia’s ‘PR fail of the year’

IT APPEARS like a celestial body, a fascinating object floating through the cosmos. But this little black rock isn’t what it seems, and Australia isn’t happy about it.

IT APPEARS like a celestial body; a fascinating object floating through the cosmos.

What is this strange, sparkling object appearing on our TV screens? Has NASA discovered a new, faraway universe? Is this proof we’re not alone out there?

Oh, no, no. It’s an advertisement about ... coal.

In an effort to swing popular opinion on the “little black rock”, The Minerals Council of Australia has launched an advertising campaign hailing coal’s “endless possibilities”.

“Isn’t it amazing what this little black rock can do,” the advertisement asks, after spruiking the benefits of the mineral that includes “creating light and jobs”, “delivering $6bn in wages for Australians” and “reducing its emissions by up to 40 per cent”.

But instead of changing minds, it’s backfired spectacularly, with Kelly O’Shanassy, CEO of the Australian Conservation Foundation, describing the campaign as “negligent”.

“Coal is the primary cause of global warming that makes the weather dangerous & deadly,” responded O’Shanassy.

“Amazing, not! Burning coal makes floods, droughts & bushfires more deadly. There are smarter ways to make electricity.

“Thousands die prematurely every year from coal pollution, Minerals Council. And you think that is amazing do you? Disgraceful.”

And it didn’t take long for the Australian public to jump on the backfiring bandwagon. Here’s a few of our favourites.

#coalisamazing for air quality pic.twitter.com/bPWkkuRNA0

— Kerry Glover (@TheRealKerryG) September 7, 2015

'Public relations fail of the year' http://t.co/f3yDulpVAx #coalisamazing pic.twitter.com/LD4stAqfz5

— Greenpeace Aus Pac (@GreenpeaceAustP) September 7, 2015

My uncle was killed in one of these cages when it hurtled into the floor of a mine shaft - #coalisamazing pic.twitter.com/aM7KyginbI

— Jason Thompson (@Simulated_Jase) September 6, 2015

I remade #CoalIsAmazing ad with the voice over guy from the '90's Sunrice Ads! https://t.co/tAwfvO7jyQ

— Dan Ilic (@danilic) September 7, 2015

The Coal Industry: bringing families together for centiries #coalisamazing pic.twitter.com/PmmNxwft0x

— Light on the Hill (@LegacyOfJack) September 6, 2015

#coalisamazing - it can buy you a government! #auspol pic.twitter.com/gC4oukd2hE

— Peter Martin Garrett (@petergarrett) September 6, 2015

Industry guy: "How do we make people think coal is amazing?" Intern 1: "We need a virual video!" Intern 2: "And a hastag!" #coalisamazing

— Greg McNevin (@gmcnevin) September 6, 2015

This little black rock is the number 1 cause of climate change. #coalisamazing pic.twitter.com/PcNBN5G3D8

— Max Phillips (@maxphillips) September 6, 2015

Yes, #coalisamazing but did you know all good doctors only smoke Camel Cigarettes! https://t.co/7aN9xYiS4n

— David Reilly (@ddreilly) September 6, 2015

@MineralsCouncil #coalisamazing That's not amazing, this IS amazing! #solarisamazing pic.twitter.com/dU9306uLHH

— Susan McAlpine (@GoGippy) September 6, 2015