Power Safely

The Challenge For Duracell, informing the public about the potential hazards of lithium coin batteries isn’t just a message – it’s a mission. After launching an innovative bitter coating in 2020, Duracell initiated the Power Safely program, a campaign not designed to sell products but to help keep children safe. Since 2020, the brand has generated a steady beat of conversation and awareness through earned media, credentialed voices, industry partners and high-profile parents.

What We Did In 2021, Duracell teamed up with the American Academy of Pediatrics (AAP) and their 26,000 trusted pediatricians to give them the materials and knowledge needed to inform parents about lithium coin battery safety. The #PowerSafely and seasonal #HolidaySafely campaigns were also backed by notable celebrities (and parents) such as Olympic Gold Medalist Shawn Johnson (2020), design star Nate Berkus (2021), and actress Jamie Chung (2022).

Then, in 2023 and 2024, the campaign evolved into our #BitterIsBetter program, which featured celebrity parent Lance Bass and emphasized the unique innovation of Duracell’s bitter coating, the only extra layer of protection for lithium coin batteries at that time. Throughout all of our lithium coin safety programs, Duracell also partnered with credible pediatric voices such as Dr. Jen Trachtenberg (2020) and Dr. Tanya Altmann (2021, 2023, 2024), reminding parents and caregivers to speak to pediatric professionals to learn more about where lithium coin batteries are found, potential dangers, and what to do in the event of an accidental ingestion.

A continual drumbeat of influencer content (including parents and pediatricians) kept the Power Safely message at the top of social media feeds year after year—reaching parents through their most trusted expert voices. In addition, a series of educational content was developed and shared to Duracell.com/powersafely including the Power Safely Checklist, Quiz, Guide, an educational video and a holiday safely video targeting parents with young children.