The grassroots coalition launched a national campaign Wednesday to promote coal’s economic benefits as well as the local resources the industry creates, and dozens held an inauguration for the movement this week in West Virginia’s capital city of Charleston.

FACES is made up of 70 different organizations and individuals from the Appalachian region, all of whom want to educate regulators and the general public about the importance of coal and mining both locally and nationally.

West Virginia state senator Roman Prezioso said that the many diverse supporters of the industry had converged at the launch of FACES because they all knew that coal produced jobs and supported economic stability.

"They know the truth and want to make sure others know it as well," he said.

County Commissioners' Association of West Virginia executive director Vivian Parson said the benefits of the industry ran deep.

"While not all counties in West Virginia produce coal, all counties receive a share of the coal severance tax,” she said.

“These funds are used to shore up county budgets and provide necessary services to our citizens."

FACES organizers said the group began out of an ongoing deep concern that outside groups were determined to end Appalachian coal mining, and that pressure from radicals paired with what it calls “arbitrary government delays” for mine permits would lead to significant job cuts, budget crises and an even greater dependence on foreign energy supplies.

“The FACES of Coal campaign is building on the effective work of Friends of Coal, Coal Mining our Future and the Mountaintop Mining Coalition among others to make sure local, state and federal lawmakers and people around the country know the facts about coal and understand how important coal mining is to the region,” the group said.

“The campaign aims to encourage people to speak out and stand up for their jobs and their future,” organizers added, while inviting any interested individual, business or organization to join.