Can A Russel Howcroft Assisted Campaign Make Australia “Proud Of Coal”?

Can A Russel Howcroft Assisted Campaign Make Australia “Proud Of Coal”?

Up there with tobacco and guns, coal is probably one of the hardest things for a marketer to sell in 2019.

But this isn’t stopping a coal research group from planning a multi-million-dollar campaign to make Australia “proud of coal”.

In a proposal to agencies obtained by ABC News, research group COAL21 outlines its plans for a $4 million to $5 million media campaign across television, social media and other online channels, print, out-of-home and radio.

The document also reveals PwC partner Russel Howcroft has been hired as a “creative consultant” by COAL21 for the project.

Independent media agency Nunn Media has been hired to deliver media buying services for the campaign.

The campaign is targeted at men aged 18 to 39 and women aged 40+, which according to the proposal are the demographics identified as ‘soft converters’ – those “open to being convinced of its (coal’s) future role”.

According to the ABC’s reports, media and creative agencies were briefed to create a “simple emotional campaign” for COAL21, with one staffer noting the goal was to “invoke national pride” abut coal.

Created in 2006, COAL21 is a $550 million investment by Australia’s coal industry into research and developing low-emissions coal technologies, such as carbon capture and storage (CCS).

“We are also conducting research to provide an evidence-based case for coal to remain a key part of Australia’s future energy supply while developing the capability to reduce emissions in the future,” says COAL21.

COAL21 came under fire in 2017 for using money that was meant to fund research into clean coal for financing advertising.

In 2013 the group elected to downplay research and allow its funds to be used for “coal promotion”, according to the ABC.




Please login with linkedin to comment

    Latest comments
    1. “COAL21 came under fire in 2017 for using money that was meant to fund research into clean coal for financing advertising.” That would possibly be because the research actually found there was no credible or possible evidence base to support a long-tern “key” role for coal (“clean” dirty or any other kind) in the ultimate Australian energy mix.
      Carbon Capture & Storage has been a complete fizzer, High Efficiency Low-Emission plants are barely any more efficient than run of the mill plants & put out almost as many emissions. Then there’s the fact that they’re more prone to shut-down – so there goes the “base load clap trap.
      So why not spend the rest of the $550m on a bit of feel good spin? Russell could get an award for this!

Advertising coal pwc Russel Howcroft

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]