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That’s exactly what Tower Hamlets Council had in mind when they approached us to create an animation to go alongside their campaign with the London Fire Brigade (LFB), tackling the growing number of fires caused by e-bike and e-scooter batteries.
This was more than just a comms brief. It was a real-world issue playing out in homes across the borough. Two fires a month. Lives at risk. And a complex message that needed to land fast.
From 2022 to 2023, e-bike related fires in the borough surged by 43%. In February 2023 alone, two separate fires destroyed two flats in under 38 hours. And by mid-2023, Tower Hamlets was facing the highest number of e-bike battery fires in London, averaging two incidents per month. One fire even required over 40 firefighters. Tragically, in March, a man lost his life.
So, when the council came to us to help create an animation to support their #ChargeSafe campaign, the stakes were clear and high.
The rise in lithium-ion battery fires is a national problem, but in Tower Hamlets, where 80% of homes are flats, it’s an especially urgent one. Fires can spread quickly in high-density buildings, and many residents may not realise the everyday risk posed by faulty or non-compliant e-bike batteries.
Working alongside LFB, we needed to create something that could cut through confusion, misinformation and apathy, reaching people where they are and prompting real behaviour change.
We brought #ChargeSafe to life through a bold, multi-channel, engaging animation that combines compelling imagery and accessible messaging to communicate the simple steps residents can take to stay safe:
And most critically: in the event of a fire, call 999 – never try to fight it yourself.
Built for maximum reach, the campaign included digital outreach, media partnerships, community engagement, and displays across the borough: from digital bus shelter screens and plasma displays in community hubs, to targeted campaigns and social media outreach in both English and Bengali.
Partnerships with organisations like Deliveroo, East London Mosque, and local housing associations helped get the message out directly to vulnerable residents, including gig economy workers.
Watch the final video below…
The animation was created for residents of Tower Hamlets but from the outset, it was built with wider use in mind.
We developed two versions: one for local use, and a non-branded version that can be picked up by other councils around the country. That forward-thinking approach has already paid off: the animation has been viewed over 1,800 times and inspired a national conversation. It was even requested for a CPD-accredited fire safety course by Fire Chief Global.
Tower Hamlets Council has also been vocal in calling for greater regulation, funding for on-street charging infrastructure, and more research into the safety of these batteries. You can read more about their efforts to support councils nationwide here.
Several councils and organisations reached out to reuse or discuss the animation. The campaign has been showcased by the Local Government Association, discussed at the London Councils Group, and featured in a landlord fire safety event.
This wasn’t just awareness. It changed behaviour.
Since launching #ChargeSafe, Tower Hamlets has seen a 50% reduction in fire incidents linked to e-bike and e-scooter batteries. That’s real impact, felt directly by the community.
Digital engagement has been extensive:
Internally, the Council used its newsletter to reach 10,500 employees, achieving a 62% open rate. And our partnerships helped amplify the message even further.
The campaign has received widespread praise from industry leaders, including London Trading Standards who nominated the Council for the CTSI Hero Awards and the London Fire Brigade. It has won Gold for Community Social Impact at the Outdoor Media Awards and was shortlisted for multiple major industry awards.
“It was a pleasure working with Alive. They were responsive, collaborative, and delivered exactly what we needed.
They worked closely to the brief, took on feedback thoughtfully, and brought the campaign to life in a way that was both clear and impactful. Their animation played a key role in helping us communicate an urgent safety message to our residents and beyond.”
Hannah Marshall | Communications Officer – Housing & Regeneration
This is exactly the kind of work we’re grateful to do. Translating complex safety guidance into something that connects, resonates and moves people to act. Not just awareness for awareness’s sake, but for real change.
We were proud to partner with Tower Hamlets Council and the London Fire Brigade to bring #ChargeSafe to life with our animation. It’s a powerful example of what’s possible when creative strategy meets a pressing social need.
Looking to launch a campaign that changes behaviour and makes a real difference? Let’s talk.
