Alaska Metal Mines Public Education Campaign
Alaska Metal Mines needed to make a complicated, often polarizing industry easier to understand for a younger, more skeptical audience.
My Role
Led strategy, writing, message development, creative direction, client review, reporting, budget management, and project management.
Deliverables
Message tracks · Video ads · Creator scripts · Digital ads · Native ads · Paid social · Organic social · Landing pages · Blog content · Fact sheets · Q&As · Reporting
The result
A multi-channel public education campaign that gave Alaska Metal Mines a clearer, more consistent way to talk about mining with skeptical audiences.
The work helped the client move from scattered industry messages to a structured campaign system built around audience research, tested message tracks, and ongoing performance review.
The challenge
Mining is easy to reduce to a yes-or-no issue.
The research showed a more specific opportunity: Alaskans ages 18-45, especially women, were the audience most likely to become more favorable toward mining if the message felt credible, relevant, and grounded in real information.
The campaign had to explain mining’s role in modern life, clean energy, jobs, national independence, and responsible development without sounding like industry talking points.
The strategy
Start with what people already care about.
We built the campaign around research-backed message tracks: mining independence, mining potential, responsible mining, and global standards. Each track gave the audience a different way into the issue, from renewable energy and everyday technology to environmental safeguards and domestic mineral supply.
From there, we turned dense industry information into content people could actually engage with: short videos, creator scripts, digital ads, native ads, landing pages, blogs, fact sheets, Q&As, and social posts.
When creator outreach revealed hesitation around publicly supporting mining, we adjusted the approach instead of forcing it. The final social strategy combined industry content, scripted creator videos, TikTok-native formats, and cross-posted Instagram Reels to make the campaign feel more approachable.