The Minerals Council of Australia (MCA) together with Australian Coal Association Low Emission Technology (ACALET) has today launched a new national campaign to provide information about the iconic Australian coal industry and the importance of coal in underpinning our energy future.

The Little Black Rock Campaign starts today, covering TV, radio, press and online advertising.  The campaign explains the many economic and social benefits that coal delivers but also the investment the industry is making to deliver significant efficiencies and much lower emissions.

Australia has the fourth-largest share of coal reserves in the world and all Australians benefit from coal through its contribution to exports, wages, investment and Federal and State government revenues.

The campaign will have three key messages.

First, it will highlight the indispensable role played by Australia's coal industry in providing low cost energy and resource security to all Australians as well as billions of people in East and South Asia.  Coal delivered more than 850 million people out of energy poverty in the last 25 years, many times more than any other energy source.  As the world's largest exporter of metallurgical coal used in steel-making, Australia is playing an essential role in supporting the urbanisation and industrialisation underway to improve living standards and opportunities for people in the developing world.

Second, new technologies are dramatically reducing CO2 and particulate emissions from coal-fired power generation.  New high efficiency, low emissions (HELE) coal-fired generators emits 20-25 per cent less CO2 than the average of existing power stations and up to 40 per cent less than the oldest technology in place.  There are now more than 670 of these new generation power units in Asia alone helping to sharply reduce the region's carbon footprint. Hundreds more are under construction or planned.  Moreover, commercial scale carbon capture and storage with coal-fired generation is now a reality. Canada's Saskpower plant is delivering affordable energy with a 90 per cent reduction in CO2 emissions.

Third, the campaign will highlight the contribution of the coal industry in providing 150,000 direct and related jobs, generating $40 billion in export income and paying more than $6 billion in wages.  Strong forecasts of demand will ensure that this contribution will continue for decades.  Global coal trade is projected to expand by 40 per cent by 2040, with Australia forecast to regain its ranking as the world's biggest coal exporter as early as 2017.

The coal industry is committed to an informative and rational discussion on the contribution coal is making to jobs, economic growth and low cost energy in Australia, with the campaign to continue indefinitely to advance these important issues.

To see the new campaign website and TV ad, go to

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