Media Beef

FNSB Air Quality Educational Outreach

Fairbanks North Star Borough, Alaska. 2023 to present.

Fairbanks has a winter air quality problem driven substantially by home heating, and the borough runs an educational outreach program and a Wood Stove Change Out Program to address it. Media Beef has handled the integrated outreach since 2023.

The mix is deliberately broad because the audience is dispersed and not reliably online. We run targeted direct mail, broadcast television, and digital advertising as one campaign rather than three. The largest mail effort exceeded 15,000 postcards and was timed against TV, radio, and digital so a household saw the message in more than one place inside the same window.

We produce and edit the broadcast commercials in house, between four and eight spots across 2024 to 2026, and run the same creative as YouTube advertising so production investment carries across channels.

Recent campaigns

Still from the Fireplace Made of Money broadcast spot
Fireplace Made of Money, Jul to Sep 2025. The flagship change-out hero spot that launched the fall heating-season push.
Still from the Animated Raven brand piece
Animated Raven, Oct to Dec 2025. A painterly animated brand piece that makes trapped wood smoke visible across a Fairbanks winter.
Still from the Desperate Times campaign spot
Desperate Times, Jan to Mar 2026. A wry, deadpan take on burning clean through a long Fairbanks winter.
Vintage Postcard campaign creative
Vintage Postcard, Apr to Jun 2026. Place-first local pride built on vintage Alaska postcards.
Plug It In campaign web ad creative
Plug It In, 2023. Anti-idling and electric plug-in campaign creative.

Scroll sideways to see all five campaigns.

We also built and operate the Wood Stove Change Out Program website at aq.fnsb.gov/changeout, hosted on the borough's official government domain. Working inside a government domain means meeting the borough's standards for hosting, accessibility, and content control, which is normal for us.

Results

  • 3 targeted postcard campaigns, the largest exceeding 15,000 postcards and integrated with TV, radio, and digital
  • 4 to 8 broadcast television commercials produced and edited in house, 2024 to 2026, also run as YouTube advertising
  • A government program website built and operated by Media Beef on the borough's official domain at aq.fnsb.gov/changeout
  • Multi-year engagement, 2023 to present
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