PricewaterhouseCoopers’ involvement in a multi-million-dollar pro-coal campaign appears to be no more.

The Sydney Morning Herald is reporting PwC has told low-emission coal technologies research group COAL21 it will not be pursuing more work on the controversial project.

Earlier this month it was revealed PwC partner Russel Howcroft had been hired as a creative consultant on the project which reportedly set out to “invoke national pride” about coal.

But the partnership now seems to have been short-lived, with PwC reportedly pulling out as due to the backlash it received from environmental groups.

Why is a public figure like Russel @howcroft (former ABC Gruen presenter) helping greenwash coal?

COAL21 was set up in 2006 to research carbon capture and storage (CCS). Now that’s failed it’s branching out into misleading propagandahttps://t.co/xSbFxYm53l

— 💧Environment Victoria (@EnviroVic) August 6, 2019

It's a trap! Australians are about to be spammed by coal lobbyists in a five million dollar media blitz to try and convince you to "feel proud about coal". https://t.co/IdwrHba3j1 #lockthegate pic.twitter.com/k9RKoNkR6M

— Lock the Gate (@LockTheGate) August 7, 2019

The Herald also suggested COAL21 was displeased that the official request for media production services document was leaked to ABC News.

The document revealed the campaign was to target ‘soft converters’ which was defined as men aged 18 to 39 and women aged 40+,

COAL21 believed these people in these demographics were “open to being convinced of its (coal’s) future role”.