31 weeks in the hospital. 29 surgeries. 200 X-rays. 4 inches of oesophagus removed. 1 year in 1 little boy’s life.

Emmett Rauch swallowed a coin-sized battery found in a DVD player remote control. His mother, Karla, didn’t know the remote had fallen on the floor, within his reach. The battery was lodged in Emmett’s oesophagus for 3 days, burning through tissue. Still struggling, Emmett is winning his fight. Others haven’t been as lucky.

As demand grows for slimmer, sleeker electronic devices, so does demand for coin lithium batteries that power them – and the risk a child will swallow one. Serious injuries and deaths from battery ingestion have quadrupled in 5 years. Category leader Energizer launched The Battery Controlled to raise awareness and inspire action among parents and physicians. The Battery Controlled communicates that adults are empowered to control batteries and battery-controlled devices.Research showed parents are most aware and concerned about risks they can see. Raising awareness for unknown risks must balance fear and empowerment. The Battery Controlled call to action is simple: Keep out of reach. Get help fast. Tell others. Using emotional video, the PR campaign engaged media, bloggers and partners, led by Safe Kids Worldwide, to drive audiences to the website and social channels.

Within 6 months, awareness of the batteries’ danger increased 28%. Fewer parents say their children play with high-risk devices. By taking the lead, Energizer has been applauded in news and social channels – and by parents like Karla Rauch.

•Safe Kids engaged as national/local spokespersons. Its 600 chapters and other health and safety partners are using robust tool-kit in local events, websites, newsletters, social media, other efforts.•Karla Rauch illustrates the devastating impact through her son’s story.•A sobering video features footage of typical children interacting with devices and authentic news audio of stories of injured children, including the haunting sound of Emmett Rauch’s laboured breathing.•August 2011: Planning began, with the campaign set to launch mid-October.

August 30: Today Show (a top U.S. morning television program) aired battery ingestion story, resulting in a compacted launch timeline to get in front of the issue.•Campaign launched September 14 with website and social media channels. Associated Press article featuring Emmett Rauch’s story and full-page ad in USA Today directed readers to resources. Momentum continued through satellite media tour, desk-side briefings with parenting publications, national and local media pitch, outreach to mom bloggers, sponsored celebrity tweets, and social media engagement.

•In just 6 months, Energizer addressed a critical, unknown issue and stimulated a significant shift in parental concern and attitudes:-More than 2-thirds of parents feel that button batteries pose a high level of danger – up 28% from benchmark (53% to 68%).-Parents are now significantly more likely to say their children never play with key fobs (36 percent increase) and small remote controls (19% increase).-Unaided awareness of the issue has increased (33% to 38%).•Campaign message has reached more than 166m media impressions.-86% of coverage included some or all of the call to action-56% of media coverage mentioned the campaign name•More than 8m social media impressions•More than 35,000 YouTube views•100 national and local partners with anticipated reach of more than 3.7mBeyond the numbers: By increasing awareness and action, this campaign potentially has saved children’s lives by preventing battery ingestion.