| Chapter 2: | Marketplace Advocacy in Action |
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roller coaster with the headline, “Replacing coal in our energy mix? Hang on tight.” The text goes on to explain that it costs 3 times as much to generate electricity with natural gas compared to coal. Another print ad presents an evening photo of the Washington monument with two horizontal lines drawn by the monument. The line near the top of the monument states, “Natural gas costs this much to produce electricity,” while the line near the bottom reads, “Coal costs this much.” The text in between the lines explains:
Television advertisements feature industry workers describing their feelings of pride from working in an industry that keeps energy costs low and provides Americans with affordable electricity, allowing people “to put food on the table” (American Coalition for Clean Coal Electricity, 2010c).
On ACCCE’s Facebook page, supporters are encouraged to connect with others and engage in discussions on energy topics. Other online and social media efforts include a YouTube channel (“America’s Power”) and a “Behind the Plug” blog, which presents energy news and legislative updates. Also available on the Web site is a section on “Real People,” containing videos of people who are connected with the coal industry in some way (American Coalition for Clean Coal Electricity, 2010e), and a “Factuality Tour,” a video showcasing how coal is generated in America “from mine to plug” (American Coalition for Clean Coal Electricity, 2010d). The Web site encourages viewers to join “America’s Power Army” to receive updates on energy issues and to learn when energy policies are being considered at the state and national levels.