ADDING MULTIMEDIA Duracell® Partners with Actor John Slattery to Launch Its “Stay Connected” Initiative, Committed to Help Those with Hearing Loss Not Miss out on Life’s Key Moments

The Iconic Brand Tackles the Issue of Hearing Loss and Offers
50,000 Free Hearing Screenings during National Better Hearing Month

BETHEL, Conn.–(BUSINESS WIRE)–Duracell, the brand millions trust for power, is shining a spotlight on
the issue of hearing impairment. With the launch of its new initiative
and film, “Stay
Connected
,” Duracell wants to ensure that people who suffer from
hearing loss stay connected with their loved ones and not miss out on
key moments in life.

Hearing impairment is a national health issue. According to the Center
for Hearing and Communication, it affects 48 million Americans and 80
percent of those affected by hearing loss over the age of 65 do not seek
treatment. For those who do, Duracell powers them to experience every
moment and stay connected by offering long-lasting hearing aid
batteries. As part of its “Stay Connected” campaign, Duracell also looks
to reach the vast majority of Americans currently not receiving
treatment because untreated hearing loss can lead to isolation and
depression, dementia and Alzheimer’s disease. Hearing loss also has
far-reaching effects, touching not only those who can’t hear, but the
loved ones who feel their family member is slowly disconnecting from
them, and life, and missing out on key moments. To help people take the
first step towards staying connected, Duracell will offer 50,000 free
hearing screenings throughout the month of May, National Better Hearing
Month.


“Duracell powers millions of people, every day with long-lasting hearing
aid batteries,” says Jeff Jarrett, SVP of Marketing at Duracell. “We
play a critical role in helping people with hearing loss stay connected
to their loved ones, and for those many millions who have not been
treated, we’re offering a way for them to take that first step towards
being connected and making sure they don’t miss out on key moments in
life.”

Duracell’s “Stay
Connected
” film tells the story of a father who slowly starts to
slip into isolation. During important moments like family dinners, he
becomes disengaged due to his hearing impairment. Following a concerning
event with his baby granddaughter and with encouragement from his
family, he takes the first step in addressing his hearing health with a
visit to an audiologist. There, he is fit for a hearing aid, and that
device, powered by Duracell, immediately connects him back to the world.
Award-winning actor and director, John Slattery (“Spotlight,” “Mad
Men”), who lends his voice to the film’s voiceover, is partnering with
Duracell as he has personally experienced the issue: his father suffered
from untreated hearing loss before being tested and receiving hearing
aids.

“I’m thrilled to be supporting Duracell for their ‘Stay Connected’
initiative. This powerful film shines a light on what millions of
families have experienced with hearing loss,” says John Slattery. “My
own father has been wearing a hearing aid for the past five years and is
so much more engaged with life. I hope that this film encourages all
Americans to take a closer look at this issue within their own family,
and help older Americans take the first step with their free screening.”

“We didn’t want the hearing test itself to be the obstacle for anyone
currently suffering and not being treated,” says Jarrett. “We made it as
simple as possible and are proud to be providing 50,000 free tests
throughout the month.” The tests are administered through the National
Hearing Test, a quick and convenient over-the-phone hearing screening
developed with funding from the National Institutes of Health. It is the
only screening test that is scientifically validated, not-for-profit and
its results remain private to the user. The test helps determine if a
more full-scale assessment by an audiologist is needed. People can call
1-844-9-Duracell to take the free hearing test or visit
Duracell.com/StayConnected to view the film and learn more about the
“Stay Connected” initiative.

“Hearing loss is the second most prevalent health issue globally. The
number of people with hearing loss is more than those living with
Parkinson’s, epilepsy, Alzheimer’s and diabetes combined,” says Dr.
Laurie Hanin, Executive Director, Center for Hearing Loss and
Communications. “Beyond the feeling of isolation which can lead to
depression, research has found that people with mild hearing loss were
more likely to develop dementia and nearly three times more likely to
have a debilitating fall. These are some of the reasons why it is so
important for people to take the initial step of getting their hearing
tested.”

About Duracell

Started in the 1920’s, the Duracell brand and company was recently
acquired by Berkshire Hathaway Inc. (NYSE-BRK.A, BRK.B) and has grown to
be the leader in the single-use battery market in North America. The
iconic Duracell brand is known the world over. Our products serve as the
heart of devices that keep people connected, protect their families,
entertain them, and simplify their increasingly mobile lifestyles. Our
recharging technology allows consumers to live life without limits.
Berkshire Hathaway Inc. is a $210B holding company owning subsidiaries
that engage in diverse business activities. Visit www.duracell.com
for more information; follow us on Twitter.com/Duracell and like us on
Facebook.com/Duracell.

Contacts

Duracell            
Richard
Abramowitz, 214-616-2371        
abramowitz.r@duracell.com     
or
Citizen
Relations
Zeny Shifferaw, 212-613-4966
Zenash.Shifferaw@CitizenRelations.com