Why coal is not amazing, in 15 tweets

“Little black rock” advertising campaign by the Minerals Council of Australia is derided on social media

By Megan Darby

The coal sector is having a hard time at the moment.

Mining companies are losing value rapidly, the fossil fuel divestment movement is gathering pace and the president of Kiribati is calling for a moratorium on new mines.

Yet in Australia, the Saudi Arabia of coal, new mines are a core part of prime minister Tony Abbott’s economic plan, such as it is.

On Sunday, the Minerals Council of Australia launched a fightback, in the form of its “little black rock” advertising campaign.

Here’s the video:

And the tweet:

Coal powers 71% of all electricity on the grid – http://t.co/i5x3YOY7dd #coal pic.twitter.com/bSkuFQ3Plr

— MineralsCouncilAust (@MineralsCouncil) September 6, 2015

The only problem is, they forgot to mention the health and climate change impacts. Twitter was happy to remind them.

“Research tells us the name Coal is no longer attractive to younger consumers. We are going to now call it, iCarbon” #coalisamazing — Slippery Seal (@slipperyseal) September 7, 2015

#coalisamazing how it powers homes, overloads the atmosphere with carbon, melts glaciers and raises sea level! pic.twitter.com/YhrX8cBLK9

— Jason Box (@climate_ice) September 7, 2015

Because #coalisamazing, it deserves a permanent place of prominence in the Museum of 19th Century Fuels.

— Lawrence Torcello (@LTorcello) September 7, 2015

Yep,hard to believe we have a pm who prefers the site of utterly degraded landscape to wind towers. #coalisamazing https://t.co/RPY9WtjM5C — lnp hates us (@mavsmum) September 7, 2015

Actually, #CoalIsAmazing It stored up millions of years of sunshine for us until we figured out how to capture and use it directly. — Alan Nogee (@alannogee) September 7, 2015

This little black rock is the number 1 cause of climate change. #coalisamazing pic.twitter.com/PcNBN5G3D8 — Max Phillips (@maxphillips) September 6, 2015

Like any good drug dealer: you need it, it’s good for you… #coalisamazing #endofcoal https://t.co/5cAfuy3uqw — Dan Gocher (@justdanfornow) September 7, 2015

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

— Kerry Glover (@TheRealKerryG) September 7, 2015

Hey! #coalisamazing because it both raises the temperature and destroys your lungs. All from one black rock! Also, best #prfail ever

— Bill McKibben (@billmckibben) September 7, 2015

This #coalisamazing campaign reminds me I nearly bought a ‘piece of Ireland’ souvenir which was a piece of peat nailed to some wood. — Rachael Lonergan (@RachaelHasIdeas) September 7, 201

#coalisamazing at making Gina Rinehart richer. #coalisamazing at getting private rail lines funded out of the public purse. — Martin Gotthard (@M_Gotthard) September 7, 2015

#coalisamazing so amazing it unites communities, farmers, workers, kids as they vote to stop any further mining. #savebulga #nswpol — Sally Corbett (@thatsjazz2) September 7, 2015

The Minerals Council are trying 2 tell us that #coalisamazing …it isn’t http://t.co/LL6jYpLoyD nice try! pic.twitter.com/lKVS9EzIMf — Bronte Hogarth (@brontehogarth) September 7, 2015

Coal pollution prematurely kills 22,000 people per year in Europe, yet people still want more. #coalisamazing http://t.co/JZWLvVDxpc

— Sarah Merrick (@SpeakSarahSpeak) September 7, 2015

My step-grandfather went down the mines as a teenager. He had a quarter of a lung left when he died. #coalisamazing https://t.co/KB8SP3j5Q9

— Nici Lindsay (@nicilind) September 7, 2015

At least one person liked it, though.

The only ones finding #Coalisamazing hilarious are the Extreme Greens. They must be worried . YES!! Facts & Truth win! — Truth Seeker (@overthelies2010) September 7, 2015