PeopleForBikes’ New “Hungry for Batteries” Campaign Promotes First-of-its-Kind Electric Bicycle Battery Recycling Program

BOULDER, CO (May 10, 2023) — In a first-of-its-kind program for any transportation industry, PeopleForBikes, the U.S. bicycle industry’s trade association and a leading national advocacy organization, partnered with battery recycling experts Call2Recycle and San Francisco-based creative consultancy InGoodTaste to launch a fun and impactful creative campaign promoting electric bicycle battery recycling across the United States. Through PeopleForBikes’ website, the “Hungry for Batteries” campaign features animated characters Watts and Rey helping bike riders better understand when, where, and how to recycle their e-bike’s battery. The campaign will debut on May 10, 2023, across the digital channels of PeopleForBikes, Call2Recycle, the 52 e-bike brands supporting the program, and at bicycle dealers across the country.

The campaign comes as Americans embrace electric bicycles in record numbers: 24% more e-bikes were sold in 2022 than in 2021, and experts estimate that more than 12 million electric bicycles will be sold in the U.S. between 2020 and 2030.

Hungry for Batteries is centered around a mischievous duo that scour the country looking for e-bike batteries to consume and eliminate from our waste streams. The campaign follows the pair and their insatiable appetite spreading the word of e-bike battery recycling. Their call to action for consumers is to recycle their electric bicycle batteries at one of 1,800 retail drop-off locations nationwide.

“With millions of e-bikes on our streets and trails, there has never been a time of greater need to educate riders and give them an easy pathway to properly care for and recycle their e-bike batteries,” said PeopleForBikes President and CEO Jenn Dice. “We partnered with InGoodTaste to create fun and playful characters who deliver the message of how easy it is to recycle your e-bike battery.”

“Our creative consultancy is founded on the idea that change is good,” said Ryan Lindholm, CEO of InGoodTaste. “Electrification of transportation is one of the biggest, most positive changes that we will see in our lifetime, and when we had the chance to help PeopleForBikes usher in that change, our team jumped at the chance. It’s a serious story we chose to tell lightly, but helping eliminate a hurdle in the adoption of better transportation solutions is transformational to our shared better future.”