Campaign details

Brand: Duracell
Agency: Hill+Knowlton Strategies


The UK has one of the lowest battery recycling rates in the EU, resulting in over 20,000 tonnes of batteries ending up in landfill sites in the UK annually. Duracell, one of the leading battery manufacturers, has a commercial impetus and a social obligation to find a solution to improving levels of battery recycling.

To make a bigger impact Duracell needed to go beyond a typical recycling awareness scheme to meet its targets. But how do you influence the recycling behaviours of a nation?

H+K's behavioural science team joined forces with the National Schools Partnership to create The Big Battery Hunt, a fun and competitive seasonal campaign that motivated children and their families to collect batteries for recycling over Easter 2017.