In the TV spot, the company highlights its commitment to a “total environment” in West Virginia, where the main target of the protestors, Massey’s Goals Coal facility, is located.

“People need good-paying jobs, funded pension plans, life-saving health, and quality schools,” the ad says. “Massey Energy helps provide all those things to thousands of local families.”

“The needs of people: that’s what protestors against coal forget.”

Activists from groups such as Coal River Mountain Watch and Mountain Justice Summer have staged numerous demonstrations at the Goals Coal site, as well as the Massey headquarters in Richmond to express their opinions about the Goals facility, located near an elementary school.

Their protests may have led to a recent investigation of Massey’s permits for two coal silos – one for a proposed structure that has since been shelved by the Department of Environmental Protection (DEP), and one for an existing silo, prompting further research into maps Massey submitted with its original permit application that may reveal altered property boundaries.

The protestors reacted to the silo permit suspension with satisfaction, believing the government’s reversal stemmed from their efforts.

Massey has responded that its coal silos are the most effective method for dust control, and the changes in its maps may be due to technological changes occurring over time. Massey spokeswoman Katherine Kenney has said the company remains confident that “nothing improper was done by Massey”

The controversy has also prompted the US Office of Surface Mining to examine the state’s review process for mine permit revisions and the level to which the DEP enforces a government mandate that no mining operations are to be constructed within 300ft of schools, homes and churches. The agency’s investigation would begin later this year, with no indication of when the results would be made public.

While Massey chief Don Blankenship is not mentioned in the new ad, he has said the company is giving back to the community through construction of a medical centre, establishment of a home and auto insurance plan for its employees, and by making financial contributions to state schools including Marsh Fork.

Or as the ad says: “Massey Energy: Doing the right thing with energy to improve our total environment. Because we live here, too.”