Australian Mining. This is our story

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Mining-alcans-60px.jpg This article is part of the Mining and Metals project of Spinwatch
The This is our story logo circa 2011

Australian Mining. This is our story is a tv, cinema, print and web PR campaign by the mining industry in Australia in 2011, aimed towards an Austalian audience, run by the Minerals Council of Australia, the Chamber of Mines and Energy of Western Australia, New South Wales Minerals Council and Queensland Resources Council. On its website it claims that its members constitute 85% of Australia's precious metals, base metals, light metals, iron ore and 'energy materials like coal' output.[1]

Though 'Australian Mining. This is our story does not name its developers directly, the domain address is registered to Lawrence Creative Strategy, specifically to Andrew Braithwaite[2], developer of the Australian Coal Association's climate change focused NewGenCoal website and Minerals Council of Australia's Keep Mining Strong website.[3]

Content of 'This is our story' is copyrighted by Melbourne-based DTDigital, part of advertising giant Ogilvy & Mather.[4] DTDigital are similarly responsible for the Australian Trade and Industry Alliance's anti-Carbon Tax website.

Australian Mining. This is our story states on its front page:

"The mining industry is important to Australia. It brings in billions of dollars of export income. It provides work for over 750,000 Australians. It supports communities all across the country, today and into the future. We work hard, we look after each other and we are committed to Australia. Australian Mining. This is our story."[5]


Accessed 28 August 2011[6]

Member Companies

AGD Operations Pty Ltd | Alliance Resources Ltd | Anglo American Metallurgical Coal Pty | AngloGold Ashanti Australia Limited | Astron Limited | Ausurv Pty Ltd | Barrick Gold Of Australia | Basin Minerals Limited | BHP Billiton Limited | Castlemaine Goldfields Limited | Dart Mining NL | Downer EDI Mining Pty Ltd | Energy Resources of Australia Ltd | GBM Resources Limited | Heathgate Resources Pty Ltd | Heron Resources Ltd | HNC Australia Resources | Ignite Energy Resources Pty Ltd | International Power Hazelwood | Jabiru Metals Ltd | Leighton Contractors Pty Limited | Lihir Gold Limited | Loy Yang Power Management Pty Ltd | Macmahon | McArthur River Mining | Xstrata Zinc | Minara Resources Ltd | Minerals and Metals Group | Mulga Downs Investments Pty Ltd | Murchison Metals Limited | Newcrest Mining Limited | Newmont Asia Pacific | Northgate Australian Ventures Pty Ltd | Orion Gold NL | OZ Minerals Limited | Paladin Energy Ltd | Peabody Energy Australia Pty Ltd | Providence Gold and Minerals Pty Ltd | Quasar Resources Pty Ltd | Range River Gold Ltd | Reedy Lagoon Corporation Ltd | Rio Tinto | St Barbara Limited | Stirling Resources Ltd | Thiess Pty Ltd | Toro Energy Limited | TRUenergy Yallourn Pty Limited | Unity Mining Limited | Uranium Equities Ltd | Vale | Xstrata Plc | Zeehan Zinc Limited

Associate Members

AECOM | Allens Arthur Robinson | AMC Consultants Pty Ltd | Apache Energy | AREVA NC Australia Pty Ltd | Australian Mines and Metals Association (AMMA) | Blake Dawson | BP Australia Pty Ltd | Chamber of Minerals and Energy of Western Australia | CSIRO | Darwin Directions | Deloitte Touche Tohmatsu | Delta Electrics Pty Ltd | Dyno Nobel Asia Pacific | Ecolab Pty Ltd | Elletson Mining Consultants Pty Ltd | Ernst & Young | Falcon Oil and Gas Australia Pty Ltd | Freehills | Freeport McMoran Copper and Gold Inc | GHD Pty Ltd | Global Constructions & Resources Pty Ltd | Hastings Deering Australia | Hatch Associates Ltd | Hitachi Construction Machinery Australia Pty Ltd | Hyder Consulting | Indophil Resources NL | Just Outcomes (Aust) Pty Ltd | KPMG | Michels Warren Munday | NSW Minerals Council | Orica Australia Ltd | PanAust Limited | Partners in Performance International Pty Ltd | PricewaterhouseCoopers Australia | Queensland Resources Council | Sinclair Knight Merz | Skilled Group | South Australian Chamber of Mines & Energy | Sparke Helmore Lawyers | SRA Information Technology | Tasmanian Minerals Council Limited | Top End Seeds | UME Australia Pty Ltd | University of Western Australia | URS Australia Pty Ltd


Facebook: Australian Mining- This is our story



  1. 'about This is our story', accessed 28 August 2011
  2. Whois request on, accessed 26 August 2011
  3. 'Lawrence Creative: Andrew BraithWaite', accessed 26 August 2011
  4. 'see opening of source code', accessed 28 August 2011
  5. 'about This is our story index page', accessed 28 August 2011
  6. 'about This is our story', accessed 28 August 2011