Advertising campaign in, I think, 2011. Totally coincidental that it happened at the same time as the debates over a carbon tax.
Run by “Lawrence Creative” – http://lawrencecreative.com.au/this-is-our-story/
For 2012 analysis, see –
Lewis, P. and Woods, J. 2012. Australians seeing through the feel-good mining ads. ABC The Drum, April 24.