Minerals Council of Australia Launches Pro-coal Campaign
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The Australian coal industry has launched a new coal advertising campaign — Coal: Making the future possible — that highlights the important role coal will play in the world’s future energy mix while reducing emissions.
Coal production is a significant Australian industry. It is our second largest export valued at $40 billion in 2016, a major employer in NSW, Queensland and Victoria and provides 71 percent of the nation’s grid electricity.
The new campaign highlights the role that high efficiency, low emission (HELE) coal-fired generation plants provide in reducing emissions. The TV advertisement features an Australian mining engineer who travels to Japan to look at where our high-quality coal is used at an ultra-supercritical coal fired power station.
Asia has embraced clean efficient, HELE coal-fired generation with some 725 units in place while a further 1142 installations are under construction or planned, and this represents a new build which is 32 times our national current coal capacity.
HELE coal-fired generation is significant as it emits up to 40 percent less emissions than the oldest technology in place. Furthermore, the most modern plants are using accompanying technology to reduce all other emissions including particulates to levels that comply with the most stringent urban air quality requirements.
Coal is the bedrock of Australia’s electricity grid and provides a reliable supply of electricity to millions of residents and businesses, ensuring a high quality standard of living and keeping jobs secure.
The campaign is the next iteration from last year’s Little Black Rock campaign. Advertisements will be airing on pay TV, free to air TV, in cinemas, radio and online.
The current campaign is scheduled to be ongoing with no specified end date.
About Minerals Council of Australia
The Minerals Council of Australia represents Australia’s exploration, mining and minerals processing industry, nationally and internationally, in its contribution to sustainable development and society. Australia’s minerals industry is innovative, technologically advanced, capital intensive, and environmentally and socially progressive. The industry is a major contributor to national income, investment, high-wage jobs, exports and government revenues in Australia. MCA member companies account for more than 85 percent of Australia’s annual mineral production and 90 percent of mineral export earnings.
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