Sometimes it takes a powerful emotional trigger to make an abstract danger seem close to home. We saw one of these triggers in a tragic twist on the TV drama, “This is Us,” a huge pop culture phenomenon known for its tear-jerking storylines. On the show, family patriarch Jack Pearson, played by Milo Ventimiglia, died in a house fire, after the smoke detector failed to go off due to dead batteries. Viewers were devastated and the internet exploded with reactions to the shocking episode.
Batteries like Duracell’s have a real and important role in saving lives in cases of fire. Two thirds of fire deaths occur in homes where smoke alarms aren’t present or working. But replacing the batteries isn’t something we think of unless we’re given a powerful reminder. Duracell tasked Citizen with making this issue top of mind for consumers, keeping people safer and growing Duracell sales.
Citizen and Duracell immediately seized the on this cultural moment as an opportunity for conversation. We engaged Milo Ventimiglia, alongside Duracell’s partners at the Fire Department of New York, to educate consumers on fire safety. Our message was a simple mnemonic: change the batteries in your smoke detector when you change your clocks for Daylight Savings Time.
For mass reach, we created a powerful PSA featuring Milo, a shareable asset for media, influencers and consumers. We held a branded photo op and media interviews at Engine 8/Ladder 2 station in NYC and at the the FDNY Fire Zone museum. Milo did a full media tour with most major national networks while nearly 50 parenting and lifestyle influencers shared the PSA with their social followings, alongside a direct link to purchase Duracell at Walmart.