Company: UL's Fire Safety Research Institute
Nomination Submitted by: Allison
Company Description: UL’s Fire Safety Research Institute (FSRI) advances fire safety knowledge to address the world’s unresolved fire safety risks and emerging dangers. As part of UL Research Institutes, we are committed to sharing our fire safety insights with everyone to advance UL’s public safety mission of providing safe living and working environments for people everywhere.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Public Service
 Nomination Title: Take C.H.A.R.G.E. of Battery Safety
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 18 words used.
Please review the complete wrap report provided to the client outlining campaign details full results. Campaign Wrap Report.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
Nov. 15, 2023
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 233 words used.
In recent years, concerns about lithium-ion battery safety have intensified, driven by a surge in incidents, most notably in New York City. Lithium-ion batteries are powering our lives in more ways than ever before and can be found in cell phones, laptops, power tools and e-mobility devices like wheelchairs, lawnmowers, electric bikes and scooters, and vehicles. With the increased use of technology comes increased safety risks. Research from FSRI demonstrates that fires in modern homes with synthetic furnishings can have an escape time that's less than three minutes from the time the fire starts. A fire from a larger device with an unregulated lithium-ion battery, like an e-bike or e-scooter, can reduce that escape time to less than one minute.
In addition, since 2017, micromobility injuries have increased every year by an average of 23% per year according to the CPSC. In New York City alone between 2021 and 2023, there has been a significant increase of lithium-ion battery device fires (1,500%), injuries (686%) and deaths (2,675%). According to research provided by UL Solutions, in 2023 there have been at least 445 incidents, 214 injuries and 38 fatalities related to lithium-ion battery fires throughout North America.
The alarming uptick in battery related fires prompted widespread media coverage and increased stakeholder demands for solutions. Throughout 2023, these concerns gained momentum, culminating in a collaborative effort by various organizations to address the issue.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
Faced with an increasing public crisis and dearth of solutions, FSRI targeted mid-November to launch a campaign in time for the holiday shopping season. Research showed almost 40% of 2023 holiday shoppers planned to purchase an electronic device for someone.
On Nov. 15, 2023, FSRI launched the Take C.H.A.R.G.E of Battery Safety public education campaign in collaboration with The Fire Department of the City of New York (FDNY), U.S. Fire Administration (USFA) and Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) and with the support of the U.S. Consumer Product Safety Commission (CPSC).
Campaign development was complicated by the number of safety tips to be communicated. To make it easier to remember the messages, the team created an acronym that could serve as a tagline while also allowing for a deeper dive into any single tip for more information. Take C.H.A.R.G.E. of Battery Safety was born. Each letter was a tip and followed a hierarchy of importance starting with seeking out certified products, as uncertified products are frequently problematic.
FSRI targeted gig workers, bargain hunters, tech adopters and fire service workers as a key source of information for their communities and a group on the frontlines of lithium-ion battery fires. Audience research helped identify the best channels and media outlets for the campaign. FSRI identified key partners and stakeholders - FDNY, CPSC, ATF and USFA - to add cache to the launch and serve as amplification partners.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 146 words used.
Campaign Reach: Secured 1,687 editorial placements (earned media, SMT segments) across diverse media outlets, and combined with social, paid and influencer coverage, resulted in a substantial 643 million impressions.
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Earned Media Reach: Secured 123 media placements including 12 national pieces, 111 regionals, of which 94 were broadcast and 29 were online, totaling over 389 million impressions.
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Paid Influencer Program: Video-forward content formats, such as YouTube long-form, TikTok videos, and Instagram Reels, emerged as the most effective in driving engagement.
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