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Marie Lanen
Head of parenting sections (baby, pregnancy, family), psychology and beauty
With its Child Safety Plan campaign, Duracell reminds us that child safety is everyone’s business. The brand therefore invites each parent to find out about the right reflexes to adopt in the event of ingesting a button battery and to make their home environment as safe as possible.
The figures are alarming: every day, more than three admissions of children under 6 years of age are recorded in emergency departments due to the accidental ingestion of a lithium button battery. This phenomenon, which is constantly growing (+50% since 2018), represents a real danger for the health of young people, particularly during the holiday season when electronic toys and gadgets powered by button batteries are omnipresent.
Duracell responds to the emergency with a reinforced prevention campaign in 2024
For the fifth consecutive year, Duracell is mobilizing with its national prevention and information campaign, called the Child Safety Plan. The 2024 edition takes on an even broader dimension by specifically targeting parents of very young children (between 10 and 13 months), a particularly vulnerable age group. On this occasion, the brand announces a three-year partnership with the European Academy of Pediatrics (EAP). This strategic partnership aims to create multilingual information materials (available in 15 languages) which will be distributed in all countries of the European Union.
Unknown risks and ignored first aid actions
According to a European-wide survey conducted in 2023 by Duracell, only 13% of parents are aware of the serious dangers associated with ingesting a lithium button battery. Once swallowed, this small battery can become lodged in a child’s esophagus. When it comes into contact with saliva, it generates a chemical reaction which can lead to irreversible damage such as severe burns, perforations of the esophagus, and in extreme cases, fistulas affecting the aorta or trachea. These injuries can occur in less than two hours and can be fatal if the child is not treated quickly.
The lack of awareness is also glaring regarding first aid actions : 1 in 2 parents admit to not knowing what to do if they swallow a button battery. A worrying knowledge gap, especially since every minute counts to avoid serious complications.
A massive information and awareness campaign to protect young children
Aware of the gaps in prevention, the campaign in France (which starts on November 7 and ends at the end of December) is divided into different components to reach different audiences:
- Future parents and young parents from the maternity ward: Duracell partners with the Pink Box and includes a prevention flyer in 320,000 boxes given to the maternity ward. A page of information has also been inserted in the “Happy baby” Guide of the Pink Box and in the Blue Book, the guide for young children, printed in 500,000 copies each year and distributed by health professionals : midwives, gynecologists, sonographers etc. ;
- Young parents of young children: New for 2024, Duracell is partnering with the MY FIRST YEAR guide, distributed in 770,000 copies for young parents with an awareness page;
- Major retail players and consumers via a complete merchandising program: 3,500 shelf-stoppers and 650 fronts will be deployed directly in points of sale;
- Health and social professionals in direct contact with children. As transmitters of information to parents, early childhood professionals build a relationship of trust with parents and are an excellent vector of information and awareness. Duracell has signed a partnership with the French Pediatric Society (SFP). As such, the brand was present last June at the 16th SFP Congress to raise awareness among professionals;
- and finally all audiences via information sharing.
In addition to the prevention campaign, Duracell is also innovating in the development of safety technologies for its button batteries. In recent years, the brand has introduced batteries with a bitter coating, making them unpleasant to swallow to discourage children from swallowing them. This type of device, although promising, does not replace parental vigilance.
The end-of-year holidays, a high-risk period
Duracell places particular emphasis on the holiday season, during which button batteries are present in many toys and electronic devices offered to children. “We want every parent to be aware of the dangers, especially during the holiday season when children’s excitement and curiosity increase the risks.“, explains the Duracell spokesperson.
During these holiday seasons, let us all be vigilant so that our children can enjoy the joys of the season in complete safety.
What to do if you ingest or suspect ingesting a button battery?
Good reflexes to have (every minute counts):
1. CALL EMERGENCY IMMEDIATELY (15) AND SPECIFY THAT IT IS A LITHIUM BUTTON BATTERY;
2. Do not induce vomiting;
3. Do not feed;
4. Do not give people to drink;
5. Do not give medicine;
6. Do not take honey;
7. Keep the child seated and reassure him.