Not according to Jack Caldwell who has spent most of his working life consulting to the mining industry. In his blog Think Mining Caldwell skewers the new Anglo American "Good Mining "ads.
I have often railed against those unimaginative mining ads that show ladies in hard hats standing in front of a large truck, smiling as they try to look natural and in support of women in mining.
I have often railed against those ads, so beloved by consultants to the mining industry, in which we see a pristine lake, a stream, gushing river, or glass of clean water and an exhortation to contact said consulting company for a commitment to sustainable mining.
Now we have Anglo American delving, as it were, into new waters as they show this impossibly good-looking man-miner making an empty statement: Good Mining, Good Water, Good Manners.