Mindless means to take action without justification, this can convey the ideas behind advocacy and protest as often they are examples of a mindless act. The word can also translate as meaning stupid or idiotic which can be used to describe the decisions made by the coal mining companies or those who support their desicions. A play of words has resulted it to be spelt as MINEless, which can simply be read as mine less, meaning a reduction of mining.

Collective refers to a group and can also describe a combined effort. This connotes the collaborative nature of the organisation, it also denotes that we must work together cohesively in order to achieve a shared goal. The pun COALective helps the audience identify what the issue organisation is focusing on.