Agenda item

Stephanie Collinson, Head of Media and Communications presented a report to Members which detailed the outcomes of the Lithium-Ion Batteries Campaign.

 

Fires in the home were a growing risk nationally, particularly with the growth in popularity of e-bikes and e-scooters. A campaign had been delivered in December 2023 to gain more insight into those most at risk and the behaviours contributing to fires, and to help people adopt safer practices to prevent fires.

 

Lithium-ion batteries were the rechargeable batteries found in a wide-range of electrical items, such as e-scooters and e-bikes, mobile phones, and laptops. They stored a significant amount of energy in a very small space and were much more powerful than other types of battery.

 

In the UK, fires caused by lithium-ion batteries in e-scooters and e-bikes had multiplied fourfold since 2020, which had resulted in deaths, hospitalisation, homelessness, and staggering financial losses. Since 2020, over 190 people had been injured, and at least 13 lives had been lost due to this concerning trend.

 

In Lancashire, there had been a year on year rise in lithium-ion battery related fires in the last three years, and three quarters of those involved a charger. When batteries were charged in communal areas or escape routes, a fire could quickly block the way out. On occasions, batteries could fail catastrophically; they could explode and lead to a rapidly developing fire.

 

	2020-21	2021-22	2022-23	Total
Number of Incidents	14	27	35	76

 

Insight the Service determined from the incident data included:

·       29% of incidents involved e-bikes, e-scooters, or hoverboards.

·       Fires had mainly started in a bedroom or living room.

·       The most fires had occurred in Preston, Blackpool, and Lancaster but all districts in Lancashire had seen these types on incidents.

·       Half of incidents occurred between 3pm and 11pm.

 

The campaign had been implemented during December in the run up to Christmas, when people were expected to buy electrical goods, e-bikes, and e-scooters in particular, as presents.

 

Campaign objectives

·       To raise awareness of safety risks associated with e-charging.

·       To educate the public on how to safely charge e-scooters and e-bikes.

·       To gain insight into those most at risk and practices that increase risk.

Target audience

·       Households that had e-scooters/bikes to use as fun for teenagers.

·       Students who used this as a cheaper alternative method of transport (which was an increasing trend) aged 18-30.

·       Those aged between 25-45 and were most likely to have children covering a range of ages and most likely to use or purchase electric goods.

Key messages

·       Always use the charger that came with the device.

·       Never charge lithium batteries on escape routes. If possible, charge and store them away from living areas.

·       If there was a need to buy a replacement battery or charger, always choose a branded, genuine product from a trusted supplier. There were lots of fakes out there, and it could be difficult to spot the difference.

·       Never store lithium batteries together, there was a potential issue with battery short circuits if, for example, the box was contaminated with a metal item, like a paper clip. Ensure terminals had been taped up before mixing with other items.

·       Always read the safety instructions that came with the device.

·       Ensure there were working smoke alarms on every floor.

 

Competition to win an iPad.

The first part of the campaign involved a competition to win an iPad. To enter, members of the public had to answer three short questions about charging practices. The entry process gave all participants the correct answers to the questions to highlight the safest practices.

 

The competition resulted in over 1,700 entries and gave valuable insight into charging habits across different age groups. It showed that 25–34-year-olds were more likely to charge devices in the hallway. This insight was used in the second part of the campaign to target 25–34-year-olds with a specific message about the risk of charging in hallways.

Campaign activity

The creative materials for the campaign featured real images of e-bike and e-scooter fires the Service had attended to demonstrate that these incidents did occur and could happen to anyone. A short, animated video was also created in the style of a text message conversation and featured an image of a e-bike fire which broke out the first time the owner charged it, aimed at attracting the attention of the younger target audience.

 

The animated video was played to Members.

 

The following channels were used to share the content and key messages:

·       Social media platforms: Facebook, X, TikTok, Instagram, and Nextdoor.

·       Lithium-ion battery safety page on the Service’s website (www.lancsfirerescue.org.uk/batteries).

·       Media release to local news outlets.

·       20,000 leaflets and posters distributed to local schools, colleges, and communities containing QR code linked to lithium-ion battery safety page on the website.

Bin wagons in Lancaster

During the campaign, the Service partnered with Lancaster City Council to create artwork to highlight the risk of e-charging, which now appeared on 43 vehicles across Lancaster.

Evaluation

In total, the campaign reached 494,850 people and generated 23,247 engagements (comments, shares, website clicks etc). Social media alone reached 301,389 people and generated 22,441 engagements. Advertising on TikTok boosted competition entries from 18–24-year-olds by 197%. Social media posts sparked a lot of debate, with some people sharing their surprise to learn about the risk of e-charging and others sharing their own experiences. Some people stated that they normally charged items in living areas and would now change this.

 

1,789 people entered the competition and took part in the quiz which allowed the Service to promote the key safety messages and highlight unsafe practices. 4,062 people visited the lithium-ion battery safety page on the website during the campaign and 450 visits came directly from the QR code on campaign leaflets. Five news articles appeared in the local media.

Next steps

The next steps were to build on insight gained from the campaign to develop the picture of who was most at risk and the behaviours that contributed to fires, alongside analysing incident data at the end of the year.

 

Nationally, the National Fire Chiefs Council (NFCC), had backed charity Electrical Safety First’s calls for improved safety standards of e-bike and e-scooter batteries. A change in legislation was needed to help prevent fires and ensure that the products in people’s homes were safer.

 

The safe disposal of lithium-ion batteries was also a key issue, as batteries thrown in household rubbish bins had been linked to an increase in waste fires. Research had shown that lithium-ion batteries were responsible for around half of all waste fires that occurred in the UK each year, which costed the UK economy some £158 million annually.

 

In response to a question from Councillor Smith regarding the regulation of e-bikes, the Assistant Chief Fire Officer advised that the NFCC, alongside a number of other organisations were actively involved in lobbying government.

 

Members discussed the possibility of lobbying the government for a Lithium-Ion battery return scheme with which an additional fee would be charged when a battery was purchased and would be redeemed when returned which would ensure proper disposal of them. It was mentioned that the owners of e-bikes and e-scooters would not use the many waste sites in Lancashire that had measures in place for the safe disposal of batteries and the responsibility should be on the seller.

 

In response to a question from County Councillor Salter regarding the value of having a CE Safety Mark on rechargeable batteries, the Head of Media and Communications explained that one of the key messages was to use batteries supplied by the manufacturer and not to buy second-hand or from online websites. Additionally, the Assistant Chief Fire Officer stated that cost of parts was an issue, as cheap replacement products were available online. As Trading Standards were the authority on regulatory issues, the Service and sector were actively linked in with them on Lithium-Ion battery matters.

 

County Councillor Salter raised the possibility that too many safety messages would become confusing. The Head of Media and Communications stated that a phased approach was being used for key safety messages and, when more insight had been gained, the safety messages would become more focused.

 

County Councillor Salter asked why Lancaster had been chosen for its bin wagons to display artwork that highlighted the risk of e-charging and whether bin wagons in other cities would be used for the campaign. The Head of Media and Communications advised that Lancaster City Council had been eager to work with Lancashire Fire and Rescue Service (LFRS), but the Service would be happy to work with any of the Local Authorities. The Service had provided the artwork and Lancaster City Council had wrapped the vehicles. The campaign was in its infancy and other initiatives were being developed.

 

In response to a query from County Councillor Salter as to the reason that the most fires occurred in Preston, Blackpool, and Lancaster, the Head of Media and Communications advised that from the data and national research, students and people from that age group were more likely to use e-bikes and e-scooters for affordable travel. Safety material had been distributed to schools, colleges, and universities. The Assistant Chief Fire Officer added that population density and city lifestyles could also be prevalent factors in the number of fires.

 

In response to a question from County Councillor Shedwick in relation to dealing with electric vehicle fires, the Assistant Chief Fire Officer explained that it was very challenging as electric vehicle fires were very difficult to extinguish and there was no current solution globally. The Service had purchased a range of new products to help manage electric vehicle fires which were being trialled to discover their benefits, and as different tactical options for commanders to use at scene. Global research was underway to develop a solution. It was noted that the volume of electric cars and therefore, potentially, the number of fires, could increase in future.

 

County Councillor Salter commented that the government should be lobbied for a safer infrastructure for the increase in electric cars such as sprinklers in car parks.

 

County Councillor O’Toole stated that, at the next full council meeting at Lancashire County Council, he had put a question forward about Lithium-Ion batteries, waste sites and waste fires. The portfolio holder had been briefed and would answer the question which would raise awareness. He asked, and the Head of Media and Communications agreed, to be provided with leaflets to distribute to Councillors and Senior Officers at the meeting.

 

The Chair thanked the Head of Media and Communications for her report.

 

Resolved: - That Members noted the content of the report.