The Challenge
Lithium-ion battery fires put New Yorkers at risk, particularly e-bike delivery drivers and their families. The New York City Fire Department needed to promote safe charging and storage practices in communities with a history of battery-related fires. Our challenge was to make critical safety information accessible across languages and reach residents in the neighborhoods where it mattered most.
The Approach
We built an eight-week media campaign around the daily routines of those most at risk. Messaging in nine languages connected radio, community print and digital media, social, and out-of-home placements, directing residents to FDNYsmart.org for safety information. Geo-fenced digital ads reinforced messaging in neighborhoods already covered by print and outdoor media, while Amazon Display reached people shopping for batteries and accessories. From bus shelters to shopping screens, each placement brought the message closer to the people who needed it.
The Results
By coordinating geographic targeting, multilingual messaging, and media across everyday touchpoints, we brought essential battery safety information to communities facing heightened fire risk throughout New York City.
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