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Coal Cares. No, really.
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Received just moments ago:
Peabody Energy (NYSE: BTU) Announces “Coal Cares™” Initiative, New Nationwide Campaign Against Stigma of Childhood Asthma
ST. LOUIS, May 10, 2011 / PRNewswire via COMTEX/ — Peabody Energy today announced the creation of an innovative new public health initiative designed to combat the stigma of asthma among American children ages 0-18. With Coal Cares™ (www.coalcares.org), Peabody will offer free, custom-branded inhaler actuators to children living within 200 miles of a coal plant, along with coupons worth $10 towards the purchase of the asthma medication itself.
“Too many young Americans face daily schoolyard taunting and bullying because of a condition over which they have no control,” said Gregory H. Boyce, Chairman and Chief Executive Officer of Peabody Energy. “By re-branding the inhaler as a cool, individualized, must-have accessory, Coal Cares™ will empower children to tell bullies: ‘suck it up.’” Children can choose from a variety of youth-themed inhaler cases, from tween faves like “the Bieber” and “My Little Pony,” to the “Emo” and “Diamond” inhalers for older, style-conscious youth. There’s even “My First Inhaler,” for tots.
Coal Cares™ launches today in commemoration of Asthma Awareness Month, the Environmental Protection Agency’s effort to call attention to rising asthma rates, especially among children. Coal Cares™ and its Puff-Puff™ line of inhalers is the first, and most ambitious, market-friendly public health initiative of this scope of any privately-owned American company, and testifies to the energy industry’s commitment to the well-being of all citizens, including the youngest.
“Our actions are guided by a singular mission: to be a leading worldwide producer and supplier of balanced energy solutions, which power economic prosperity and well-being,” said Boyce. “Coal Cares™ brings this mission to life, empowering children everywhere to take control of their destinies, beginning with their own lungs.”
“Coal Cares™ is emblematic of the return to self-reliance that healthy entrepreneurship demands,” said James Miasmus, Vice President of Government Affairs at Peabody USA. “Costly ‘scrubbing’ technology, on the other hand, is an untested and heavy-handed intrusion into our still-vulnerable economy. At Peabody, we’re thinking globally but acting locally, and locating preventive action at the point of consumption, where it belongs.”
“Coal Cares™ isn’t just the name of a campaign,” said Kevin Briesslau, Vice President of Communications at Peabody Coal. “It’s a philosophy, a way of doing business in harmony with the community we are a part of. After all, coal is the fastest-growing fuel in the world. We’re part of America’s heritage, and we’re here to stay.”
To learn more about Peabody’s Coal Cares™ initiative, visit: www.coalcares.org.
Peabody Energy (NYSE: BTU) is the world’s largest private-sector coal company and a global leader in clean coal solutions. With 2010 sales of 246 million tons and nearly $7 billion in revenues, Peabody fuels 10 percent of U.S. power and 2 percent of worldwide electricity.
CONTACT:
Vic Ganey
Phone (314) 472-5539SOURCE Peabody Energy
Assuming your head hasn’t exploded, let me answer the question you’re dying to ask someone: Yes, it’s a hoax. It’s a really, really well done hoax, but a hoax nonetheless.
(For proof that it’s a hoax, see Culture Jammers Take On Peabody Energy With “Coal Cares” Spoof, for example.)
Please do click through to the site. The inhalers with Justin Bieber graphics were bad enough, bit for me, the real tip off that it was a hoax was the Kidz Koal Korner page with downloadable PDF of images to color and a word-find puzzle.
I have to admit that I’m very upset that I didn’t have at least a small contribution in creating this.
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