Battery Breakdown

Battery Breakdown is the world’s most comprehensive report on dangers associated with e-bike and e-scooter batteries. Although drafted by our Technical Team, the idea for it was conceived and proposed by our Communications Team after we identified an upward trend in devastating e-bike fires in the UK. The report was designed to focus key audiences’ attention and understanding of the issue, position our charity as the authority, and deliver a tangible PR tactic as a hook for our activity.

Despite a small budget for content and marketing of £40,000, we achieved astonishing results, far outstripping expectations and massively outperforming any of our previous campaigns. Our collateral went way beyond our own channels, being shared widely by others including many national media. Sky News coverage alone generated 500,000 views of videos related to the campaign, many reputable manufacturers reached out to us to work with them to strengthen e-bike battery safety and consumer awareness, and the UK government has committed to bring in an industry standard for e-bike conversion kits – one of our campaign’s core policy asks. We have also seen the enormous impact this campaign is having on our own reputation and brand with the public, we are now the “go-to” organisation for media and others seeking advice and comment on developments in e-bike and e-scooter safety.