"Public inertia is the dry powder needed prior to allowing your...

"Public inertia is the dry powder needed prior to allowing your best foot to be placed in the goal kicking position."

I once recommended ECT GAIN public support by way of replacing the coal that comes for NSW and QLD into Victoria weekly for puffing Billy supplies. I think I was laughed off the table by ECT. My Idea would have involved large posters and reading material for the general public and also selling the iconic pellet in the box.
Sometimes they run out of coal and have to fire up the ol' diesel engines at a huge cost...
ECT have spent money on other forms of media/advertising and this idea gets the public involved and may lead to a cover story of some sort.
Word of mouth is the best form of advertising because it's FREE !