Fire and Emergency NZ raises awareness of Lithium-Ion battery fires in new ‘Warning Labels’ campaign via Motion Sickness and MBM

Fire and Emergency New Zealand has released a new campaign via Motion Sickness to raise awareness of fires caused by everyday rechargeable items that are powered by Lithium-Ion batteries – a globally rising trend.

With this being a relatively unfamiliar danger for people and their familiar items, there needed to be a way to immediately establish danger. So Motion Sickness hijacked the simple and sterile nature of Warning Labels, a language universally understood. The campaign adopts the cold visuals of cigarette pack health warnings as well as their direct and jarring language. Shot in studio with pyrotechnics to simulate a Lithium-Ion fire, as real Lithium-Ion battery fires are too volatile and unpredictable.

With simple messaging focusing on behaviours around charging our everyday items, ‘Warning Labels’ looks to establish Lithium-Ion battery fire danger in a hard-to-miss and easy-to-get way.

Motion Sickness worked with Fire and Emergency and media partners MBM to promote the campaign across OOH, social video and radio channels, with contextual OOH around certain items. E-bike and E-Scooter warning messages will feature on digital e-charging station screens, and vape warning messages will feature in a special-build vape display.

Radio for the campaign takes an alternative approach – adopting comically overt advertising and an ASMR style to set up the danger in everyday items.

‘Warning Labels’ is live throughout October and November.

Client : Fire and Emergency New Zealand
Agency : Motion Sickness
Media Partner: MBM