Rechargeable lithium-ion batteries are increasingly found everywhere, from e-bikes and e-scooters to vapes and power tools. With this increase in rechargeable batteries, we are also seeing a significant rise of battery fire incidents in Aotearoa and around the world.

Research shows that most people do not associate their everyday lithium-ion powered items with fire.

That is why we are launching a new national campaign that aims to help people understand the fire risk associated with charging lithium-ion devices and how they can charge their devices safely.

Our fire safety campaigns are developed based on an audience mindset segmentation model - you could think of these as personas that group people by their attitudes and behaviours towards fire safety in the home.

This campaign is targeted at the Disengaged and Intender audience segments, who are less likely to understand the risks and therefore do the risky behaviours more often. 

In early October, Fire and Emergency will launch our first fire safety campaign to build awareness of the fire risk associated with charging lithium-ion devices.

The campaign makes use of the established visual language of a clean and attention-grabbing warning label to remind people of the danger hidden in everyday items they are familiar with, if not charged correctly. This campaign will focus on the risks of incorrectly charging e-scooters, vapes and e-bikes.

The campaign, which runs from 2 October to 19 November, will feature on radio, social and digital channels, as well as outdoor advertising including bus stops, street posters, and some device-specific placements. For example, we will be placing our ads on Locky Dock digital screens, an e-bike parking and charging facility in Auckland, Wellington, and Christchurch to target safer charging behaviour among e-bike users. 

The budget for this lithium-ion battery safety campaign is approximately $250k. This includes the production and media costs for the campaign shoot, and all outputs and placements across radio, digital, social media, and outdoor advertising.

Partners and stakeholders are welcome to download our campaign collateral to promote these important fire safety messages to your communities via your own channels.