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The proof that words matter in the fight for climate action is displayed in the global, three-year battle over the use of the word 'sustainability'.

And proven again, as more than 13,000 scientists back the term 'climate emergency' and major media organisations sign a statement that 'Journalism should reflect what the science says: the climate emergency is here.' 

All communicators should follow.

This week we're fired up about;
And I've added a 'Charged Up' section for positive climate communications. Have you seen any? Please email
Soon 'Fired Up' will come from a different address; 

Comms Declare is a group of communications professionals, stepping up the pressure on the marketing, PR and advertising sectors to cut ties with climate-damaging clients. 

Words matter, so please keep supporting Fired Up via Patreon.

Belinda Noble

The EU taxonomy is a classification system, establishing a list of environmentally sustainable economic activities that are consistent with reaching net zero by 2050. It aims to help investors pick winners and to stop companies greenwashing.

The EU Commission's Technical Expert Group recommended 100g of CO2 per kWh should be the threshold for sustainable energy generation. This excluded gas, which emits more CO2.

Enter the gas lobby.

The International Association of Oil and Gas Producers, including Woodside and BP, argued that methane gas is necessary for lowering carbon.

And our own  Minerals Council of Australia argued for a 'technology neutral approach' because 'the taxonomy is inconsistent in the way it treats different clean energy technologies', effectively complaining that a sustainable initiative promotes sustainable solutions.

In January, gas states Bulgaria, Croatia, Cyprus, Czechia, Greece, Hungary, Malta, Poland, Romania, and Slovakia threatened to veto the process, delaying the taxonomy's release.

And a month ago, a leaked version of the taxonomy showed that some methane gas may be allowed after all, risking the whole exercise becoming a greenwash in itself.

The final decision is due at the end of the month.

Australia had its own version of this battle when the Federal Government tried to twist the mandate of the Clean Energy Finance Corporation to 'expand the definition of low emission technology' to allow investment in gas.

The bill was withdrawn when some government MPs demanded it be further expanded to allow the green bank to invest in coal.
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Alleged hit and runs are usually notable news and lead to all sorts of apologies.

But when a woman outside the Charmichael Coal Mine project was allegedly hit by a car driven by a worker on March 24, the response from Bravus (Adani) was muted, at best.

“We have received unverified claims from activists on their social media accounts that one activist came into contact with a work vehicle"
Bravus Media Statement

Yes, the car didn't hit the protestor, the protestor 'came into contact with the car'. There was no mention of her injuries or sympathy for her having to go to hospital.

Bravus (Adani) then went on to blame the protestors for "putting themselves" in danger during the peaceful protest.

In February, I wrote how the company is platforming hate against protestors, with inflammatory social media posts and allowing comments calling for violence against protestors to stay online for months.

SBS reports that Bravus tried to stop RMIT university research into human rights abuses by mining companies during negotiations with Aboriginals over land use. 

The research found that work on Bravus' coal mine should be stopped and recommended an independent inquiry into the process used to extinguish native title at the mine site. 


Sense Advertising has joined our Polluter Relations list for producing a campaign for Shell V-Power. 

Ad News reports that the campaign aims to build a 'deeper emotional connection' between holiday makers and petrol.

The 'gunk' that the V-Power petrol is apparently protecting you against is actually carbon deposits caused by... petrol.

Therefore, the best way to protect yourself against the 'gunk monster' is to get an electric vehicle.

Thank you to our reader who noticed that Bastion Banjo is selling Alinta Energy with help from the Australian Cricket team.

Alinta is owned by Pioneer Sail Holdings which is part of Chow Tai Fook Enterprises (CTFE). Pioneer is Australia's seventh largest greenhouse gas polluter.

Another Bastion Banjo client is the very sustainable Ben & Jerry's, who may want to start asking some questions.

Alinta closed it's South Australian coal mine and coal power plants in 2015 because they couldn't compete with renewables. Since then, South Australia has had a renewables boom but Alinta reverted by buying Victoria's Loy Yang B brown coal power station. So much for progress.

1. Brandalism in the UK has had a decent crack at HSBC. The posters by artist Darren Cullen were put in 100 locations across the UK and read;

“Some crisis are so urgent they require immediate action, like when we froze the bank accounts of pro-democracy activists in Hong Kong. But for other crisis, like catastrophic global warming, our shareholders require a slower more relaxed approach to divestment. Our plan might take decades, but we will offset the millions of deaths by making billions in profits.”

2. Tasmanian Farmer newspaper has put climate on it's front page with a plea to let farmers lead climate action, against the policy of the federal National Party.

3. The Washington Post succeeded where most local news outlets failed and mentioned climate change in it's reporting of tropical cyclone Seroja.

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A Joint initiative of Comms4Climate, Comms Declare and Spin Proof.

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