“Our family. Our jobs. Our future,” is the message conveyed on the Facebook page and Twitter feed. Gazing out from the screen are a blonde woman, two blonde children, a pair of sheepdogs — and a miner wearing overalls.

This is the all-Australian family, with the mining sector at its heart, as envisaged by a campaign called “Our Iron Ore”. It is one of two competing public relations initiatives embroiled in bitter argument in Australia over this abundant commodity.

As the patriotic element of the “Our” campaign suggests, iron ore is anything but prosaic in Australia, whose economy relies heavily on the hundreds of millions of tonnes sucked in annually by China’s steelmaking industry. In Western Australia’s Pilbara region, the iron ore heartland, its price movements are part of everyday conversation.