Climate Activists Slam Trump Administration's 'Coalie' Coal Mascot as 'Sick'
Climate campaigners have launched scathing criticism against the latest move by the Trump administration to bolster the public image of what they describe as the dirtiest fossil fuel. The controversy centres on a cartoon character named 'Coalie' – a lump of coal with oversized eyes and yellow mining attire – which has been deployed as an official mascot.
An Unconventional Ambassador for Coal
The administration's new spokesperson for its energy agenda is a seemingly AI-generated cartoon figure, complete with helmet, boots, and gloves. Doug Burgum, the interior secretary under Donald Trump, introduced Coalie in a social media post on X, proclaiming "Mine, Baby, Mine!" and announcing that the character would serve as a spokesperson for Trump's "American Energy Dominance Agenda."
Environmental advocates have reacted with outrage to this attempt to put a friendly face on coal extraction. One prominent activist labelled it "one of the most heinous ways to produce energy that our world has ever seen," highlighting the severe environmental and public health consequences associated with coal.
The Origins and Role of 'Coalie'
Coalie, whose design appears to draw inspiration from Japanese 'kawaii' cuteness aesthetics common in toys and animation, is intended to act as an ambassador for the Office of Surface Mining Reclamation and Enforcement (OSMRE). This US government agency is tasked with regulating coal mines across the nation.
According to reports, the image of Coalie was originally conceived in 2018 when a social media manager at OSMRE simply added googly eyes to a photograph of coal. The character's recent revival and promotion represent the administration's latest effort to rejuvenate a US coal industry that has faced significant decline over the past decade, despite Trump's repeated promises to restore its fortunes.
A Contentious Rebranding Effort
President Trump has previously issued directives to reframe the language around coal, famously stating, "Never use the word 'coal'. Only use the words 'clean, beautiful coal'. Sounds much better, doesn't it?" However, activists argue that no amount of rebranding can mask coal's status as the most polluting fossil fuel, a major contributor to the climate crisis and a source of toxic air pollution that harms nearby communities.
Junior Walk, an activist with Coal River Mountain Watch in West Virginia, expressed profound dismay: "I think it's sick .... and par for the course for this administration and the US government to use AI to put a smiling face to one of the most heinous ways to produce energy that our world has ever seen." Walk, who has documented the local impacts of coal mining, added that Coalie's "twisted grin and uncanny eyes" would continue to haunt him as climate change intensifies and community health suffers.
Policy Actions and Industry Realities
The Trump administration has pursued several policy measures aimed at reviving coal, including:
- Signing an executive order to support the coal industry.
- Adding coal to a list of nationally critical minerals.
- Halting planned closures of coal-fired power plants.
- Dismantling environmental regulations blamed for the industry's struggles.
Despite these efforts, market forces continue to challenge coal's viability. Natural gas and renewable energy sources like wind and solar are often more cost-competitive and attractive for electricity generation. Additionally, automation is reducing the need for human workers in the sector.
Simultaneously, coal miners suffering from black lung disease and other occupational illnesses face further adversity. The administration has moved to roll back safety protections for the industry, and the Republican-controlled Congress is set to cut $500 million from a fund dedicated to cleaning up hazardous, abandoned coal mine sites.
The Department of the Interior and OSMRE were approached for comment regarding the Coalie mascot but have not yet responded to the growing controversy.
