In 2008, the Rudd Government announced an emissions trading scheme known as the Carbon Pollution Reduction Scheme. The scheme would unfairly target the Australian Coal Industry and its workers, push up Australian electricity prices and make Australian Industry globally uncompetitive.

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The Australian Coal Association commissioned Lawrence Creative (with Geoff Denman as its Creative Director) to produce an effective rebuttal.

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With a focus on jobs in Regional Australia, 'Let's cut emissions, not jobs' was a landmark campaign demonstrating the power of advertising in influencing Government policy. Prime Minister Rudd went from describing the issue as 'the biggest moral challenge of our time' to dropping the proposed legislation entirely.