State of Alaska Division of Air Quality

DAQ faces unique challenges in Fairbanks, which has environmental characteristics that result in some of America’s worst air quality. We proposed using TV ads targeted to the region that inform the public of DAQ’s new air-quality alert system and, by raising awareness, inspire a willingness to take steps that mitigate human-caused air pollution. We formulated a plan based on polling and other data, then created a unifying concept with different creative iterations to avoid what’s known as “fatigue” from seeing the same ads too frequently. We shot on location in Fairbanks, using local residents enjoying a fun outdoor lifestyle, emphasizing how important air quality is – and simple steps they can take when specific environmental conditions are present.