Coal not so 'amazing', public say, as mining industry advertising backfires

New polling suggests the net approval rating for coal among Australians fell by 9% during the course of 'Little Black Rock' advertising campaign

A major advertising campaign that claimed coal was "amazing" and had "endless possibilities" appears to have proved counter-productive, a new poll suggests.

The net approval rating of coal fell by 9% after Australia's mining industry ran the "Little Black Rock" campaign, which began in September across TV, radio, press and online, and featured a close-up of a lump of glistening coal.