We partnered up with the National Volunteer Fire Council and launched a battery donation drive.

For every Duracell 10 batteries purchased, one was donated to a local volunteer fire department. At the heart of our efforts was Facebook with firehouses creating profiles, sharing stories and appealing for battery donations.

A branded YouTube channel featured interviews with local firefighters. Superbowl winning quarterback, Kurt Warner, joined our YouTube crusade. He visited and trained with local firefighters and helped show how important reliable batteries are for a firefighter’s life-saving equipment.As some heroes and stories gained popularity, we incorporated them into broadcast and TV spots. Online display advertising drove visitors to our microsite and to our Facebook forum.When Grammy Award Winning artist, Cee-Lo Green, caught wind of our project, we soon found ourselves in the studio, re-recording his multi-platinum selling single, “Forget You,” to say instead “Thank You”

For young parents, portable devices have created a colossal demand for reliable batteries. It would seem that young parents and Duracell would be a perfect fit.Duracell looked to capitalise on this opportunity with young parents and strengthen their perception as the most reliable battery.More than 70% of all US firefighters are volunteers. Most of them protect small communities and it’s common that a local firefighter is a family member, neighbour, or friend. The community service is vital and, most important of all, reliable. When called, they save lives.Young parents care deeply about their community because it directly affects the security and safety of the ones they love so to get parents reinvested in Duracell’s reliability, we wanted to create a way to thank volunteer firefighters, by using the brand