Issue and opponent: A new study proved the correlation between childhood asthma and coal.
Dilemma Action: While expecting that the new study would lead to no response from the coal industry, the Yes Men created a hoax website announcing a “coal industry” initiative called Coal Cares. It offered free decorated inhalers to children who live within a few miles of coal plants with the idea that they could “make asthma cool.”
Outcomes: The site got widespread coverage, especially because some media fell for the hoax. Peabody demanded that the site be taken down, or they would sue. That threat then also brought on a lot of negative attention to Peabody. The Coal Cares campaign became a major phenomenon on social media, with hundreds signing up to follow Coal Cares on Twitter and tens of thousands sharing the campaign on Facebook. The Yes Men have an ongoing climate action campaign.