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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

Duracell PowerForward

Finalist in Emergency Relief


The Duracell PowerForward was designed to provide those impacted by inclement weather (hurricanes, tornados, winter storms, floods, wild fires, etc.) with free batteries and charging stations. Inclement weather tends to bring power outages with it. Not being able to see exponentially increases the chances of getting hurt, especially during disaster situations. Our objective is to be able to reach those who cannot be reached or they themselves are not mobile and provide them with free batteries to power essential devices like: flashlights, lanterns, headlamps, insulin pumps, etc.

Strategy and Execution

Our strategy is simple: if there is significant power outages (calculated based on outages to population ratio) and there is an expectancy to be without power for more than a few days, we deploy our trucks.

Our Implementation: our fleet consists of 5 trucks: 1 stationed in St. Louis, MO, 1 stationed in New Orleans, LA, 1 stationed in San Francisco, CA and 2 stationed in New Hampshire. We are able to reach anywhere in the continental US within 24 hrs. We have a team of PowerForwards that man the trucks and are in charge of getting in contact with local authorities. Depending on the magnitude of the storm and power outage, we decide how many trucks are necessary to properly cover the area and serve those in need. Once we decide to deploy, we post in social media (Facebook & Twitter) and geo-target residents in the areas affected by the storm to let them know we're on our way. Our community management team monitors our social posts and updates the audience with the truck location so they know where to go get free batteries. After power has been restored, the trucks return to their respective garages.

Key Features: Our trucks are modified to be able to carry thousands of pounds of batteries, go through floods and withstand tough terrain. They are all equipped with phone charging stations and wi-fi so people can connect and let their loved ones know they are OK.


The objective of this program is to provide relief (free batteries) to those in need when inclement weather hits. This is the best way to not only do the right thing, but also win a consumer's loyalty for life. If you read through the comments every time we deploy, you can tell people are converted and will forever stay true to Duracell.


Video for Duracell PowerForward

Entrant Company / Organization Name

Duracell US Operations, Inc.


Entry Credits