Battery Breakdown - Scott's Story

After an initial launch in 2023, we ran a new phase of our Battery Breakdown campaign in June 2024, focused on telling the highly emotional personal story of Scott, who lost his entire family to an e-bike battery blaze at his home. Our objectives were to raise awareness of e-bike battery fires, our own report into the matter, and to position ourselves as the leading voice in this space. We aimed to influence both consumer behaviour and persuade the UK Government to take action to prevent further fatalities and injuries in this area of significant growing concern. We wanted to use social media to spark meaningful conversation across multiple posts and channels, and prompt users to share their own experiences and concerns.

The campaign achieved phenomenal press coverage across major broadcast outlets, print, and digital media totalling almost 300 pieces of coverage with prime-time segments on BBC Breakfast, Good Morning Britain, BBC Radio 4, BBC Radio 5, ITV National Evening News, and Sky News. It also achieved vast social media impact. One ITV News TikTok video about Scott's story achieved more than 500,000 views alone within the first two days, with more than 400 other channels and national outlets also sharing our film of Scott.