Duracell
Big Battery Hunt
Building brand advocacy
By leading a recycling ‘behaviour change’ community of young people and their families who recycled 16.5m batteries.
The unmet need
Young people want to protect our environment, but recycling behaviour is low in contrast to their eagerness. Awareness of the importance of battery recycling was low with 600 million batteries (each taking 100 years to decompose) thrown away in UK homes every year.
Why Duracell?
As the leading battery brand, Duracell was uniquely positioned to lead a behaviour change movement amongst young people to increase battery recycling.
The Big Battery Hunt mobilised and empowered young people to instigate change at home with their parents in a fun and inspiring way. From explaining the benefits of recycling with fun educational activities, to challenges that families can participate in together, our activation created changes in battery recycling behaviours supported by films, interactive leaderboards and in-home branded recycling boxes.
Mobilising young people to advocate for sustainable action
Big Battery Hunt
“Showing children that small environmental actions, when taken collectively, can make a big difference is illustrated brilliantly by Duracell’s Big Battery Hunt.
Allison Ogden-Newton OBE, Chief Executive of environmental charity, Keep Britain Tidy
+400%
target exceeded
+16.5m
batteries recycled
+1.2m
young people reached