Daily Archives: February 26, 2015

February 26, 2014: Peabody launches “Advanced Energy for Life” campaign

Peabody Energy, the world’s biggest privately owned coal company (though significantly smaller than it was…) launched an advertising campaign with the help of Burson Marstellar, the -ahem – “well known” – public relations company.

Context:

They say that best defence is attack. By launching a campaign that talks about energy poverty in the Majority World, Peabody forces its critics to explain that they are not against poor people having better lives. Which instantly changes the subject and creates a different debate that the critics want to have. It’s crude, but effective…

The Australian Prime Minister (at time of posting this!) Tony Abbott declared that Coal was “Good for Humanity.”  So the campaign is clearly working…

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