The challenge
We were asked to create a social media campaign raising awareness of the potential dangers of lithium-ion batteries in everyday products. We needed to educate consumers on the types of products containing these batteries and how to use them safely, and inform businesses of their responsibilities when selling them. We knew a serious and hard-hitting tone was required to capture attention online, while being careful to avoid scaremongering. The campaign was international and assets would be translated into three languages for jurisdictions around the world, so simplicity and clarity were crucial.
Our solution
Informed by insight, we developed a content plan with assets for each audience, balancing clear and informative messaging with alerting and impactful design. Uppercase typeface and hazard-tape graphics capture attention and convey urgency, alongside recognisable icons that are universally understood and blue overlay photography that helps text stand out. The result is a clear and compelling campaign, accompanied by a comprehensive toolkit to help stakeholders align their messaging. The hashtag #BatterySafety was used with the assets, gaining 2.4 million impressions during the campaign period.
