May 10, 2011
FOR IMMEDIATE RELEASE

Tackling Childhood Asthma Not Coal Industry Priority After All
No more My Little Pony inhalers in stock

Contact: asthma@coalcares.org, (314) 472-5539

A charitable initiative by the world's largest coal company to provide free “novelty-themed” inhalers to asthmatic children may have seemed for a moment like a (somewhat misguided) breath of fresh air, coming as it did from an industry whose emissions are directly linked to childhood asthma, and which is fighting to gut clean air legislation that would save children’s lives.

May 10, 2011. An interesting press release entered my Inbox this morning. It appears to be another spoof by the Yes Men. This time they take down one of the giants of dirty coal, Peabody Energy, by pretending the polluter will be offering "custom-branded inhaler actuators to children living within 200 miles of a coal plant, along with coupons worth $10 towards the purchase of the asthma medication itself." The image above, plus access to various inhalers named for SpongeBob SquarePants and Justin Bieber, can be found at www.coalcares.org. Don't forget to visit the Kidz Koal Korner and complete this maze.

Here's the press release in its entirety:

Peabody Energy (NYSE: BTU) Announces "Coal Cares™" Initiative, New Nationwide Campaign Against Stigma of Childhood Asthma

ST. LOUIS, May 10, 2011 / PRNewswire via COMTEX/ -- Peabody Energy today announced the creation of an innovative new public health initiative designed to combat the stigma of asthma among American children ages 0-18. With Coal Cares™ (www.coalcares.org), Peabody will offer free, custom-branded inhaler actuators to children living within 200 miles of a coal plant, along with coupons worth $10 towards the purchase of the asthma medication itself.

"Too many young Americans face daily schoolyard taunting and bullying because of a condition over which they have no control," said Gregory H. Boyce, Chairman and Chief Executive Officer of Peabody Energy. "By re-branding the inhaler as a cool, individualized, must-have accessory, Coal Cares™ will empower children to tell bullies: ‘suck it up.’" Children can choose from a variety of youth-themed inhaler cases, from tween faves like "the Bieber" and "My Little Pony," to the "Emo" and "Diamond" inhalers for older, style-conscious youth. There’s even "My First Inhaler," for tots.