The Mineral Council of Australia has continued its local media campaign to spruik the benefits of coal, despite last week’s announcement that the state’s only coal mine will close in November.

Still reeling from Wednesday’s announcement by Alinta Energy that it was closing its coal production operations at Leigh Creek in a matter of weeks, Adelaide radio listeners were today treated to an on-air campaign about wonders and job benefits of coal.

A so-called “live read” on FIVEaa breakfast this morning continued to sell the “amazing” properties of the “Little Black Rock”, despite the fact it will soon no longer be mined in SA.

The “Little Black Rock” campaign, also known as “Coal – It’s an amazing thing”, is a joint venture by the Minerals Council and the Australian Coal Association Low Emission Technology, launched early in September.

No sooner had the ‘go button’ been pushed on the online campaign that the Twitterati swiftly reacted, thinking the campaign was actually a hoax.

Spruiking three “key” messages, the slick campaign is designed to “highlight the indispensible role played by Australia’s coal industry”, it’s greenhouse gas-blasting properties and – the last one has a sting in it’s tail for South Australia – the 150,000 jobs it creates around the country.

“This can provide endless possibilities … it can create light and jobs … delivering $6 billion of wages for Australians … “ says the ad’s narration.

This is little comfort to SA’s 440 Alinta workers who were told last week that operations at South Australia’s coal mine in Leigh Creek would close on 17 November, with its two Port Augusta power stations shutting down on 31 March next year.

More than 200 workers will lose their jobs at Leigh Creek and about another 240 will be jobless when the power stations close.

“They could have pulled these ads days ago,”  Australia Services Union secretary Joseph Scales told InDaily today.

“It’s a bit of a slap in the face for South Australia.

“At best it’s a bit farcical at worst it is absolutely rubbing salt into the wounds of these workers who have just lost their jobs.”

Scales said the campaign was confusing as Alinta had stated in its closure of the Flinders operation that coal had a limited life.

“We’ve got Alinta saying coal is not the future and not a profitable job option but the Minerals Council saying another.”

A spokesman for the Minerals Council told InDaily the South Australian portion of the campaign would be reviewed.

“Obviously this [campaign] was done before the Alinta announcement,” he said.

While Leigh Creek is South Australia’s only operating coal mine, coal to liquid projects are being considered for some other projects and there is increasing interest in coal seam gas extraction here.