The questions that count

TRENDS: Seeing through the feel-good mining ads

Apr 30, 2012

Peter Lewis says the public no longer believes that mining has personal benefits – despite an expensive ad campaign from the industry.

The long-running ‘This is our story’ campaign is the soft side of the anti-mining tax’s shock-and-awe bombardment of 2010 that delivered the head of a prime minister and a windfall approaching $20 billion for its sponsors.

But in the intervening 18 months, the national tone has changed from one where the mining industry’s success was seen as central to the national interest to one where the question appears to be: is this ‘our’ story or just theirs?

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