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- Battery Breakdown: Scott's Story
Electrical Safety First is a campaigning charity that aims to reduce deaths and injuries caused by electrical items. Since 2023, it has focused its attention on fires and explosions caused by electric bikes and scooters, with the launch of Battery Breakdown.
In June 2024, the charity launched a new phase of the campaign with two key social purpose objectives: to influence both consumer behaviour and government policy, to prevent further fatalities and injuries from e-bikes fires. At least ten people died from e-bike fires between 2022 and 2024.
Electrical Safety First sought to attract media attention by pulling on the heartstrings, sharing the real-life story of Scott, who lost his partner, two children and dogs in a fire caused by an e-bike battery bought on eBay, replacing one that had been stolen. He was in a coma for four weeks after the fire.
While Scott is a fantastic ambassador for the charity, it was mindful of his vulnerability and extremely careful about the way he was filmed, taking time to plan it step by step with him.
Scott was also well-prepared and briefed for his media interviews, and the interviewers were also appraised to be sensitive to his situation.
Electrical Safety First set out targets from the outset, also setting KPIs for the first seven days of social reach. The campaign achieved just under 300 items of press coverage, crushing the 150 target, while Scott appeared on multiple prime time shows, such as Good Morning Britain, sharing his story.
Its target of 20,000 unique video views was smashed, with more than 32,000 in the first seven days, generating 7,618 engagements and being shared by more than 400 key stakeholders, against a target of 150.
Following the campaign, the UK Government announced a Bill to address the fire risks from e-bike batteries, rolling out a national e-bike safety awareness campaign. It has also committed to introducing a new safety standard for conversion kits for e-bikes.
Both were Electrical Safety First recommendations.
The judges said: ‘Electrical Safety First delivered an impactful purpose campaign. Congratulations to the team on doubling the target media coverage, securing prime time segments, and smashing social KPIs.’