Duracell® Partners with Multi-Platinum Artist Jann Arden 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
10,000 Free Hearing Screenings during Speech and Hearing Awareness Month

TORONTO–(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
,” 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 affecting approximately
three million Canadians, 80% of whom don’t seek treatment. For those who
do get proper treatment and diagnosis, Duracell powers them to
experience every moment and stay connected by offering longer-lasting
hearing aid batteries. As part of its “Stay Connected” campaign,
Duracell also looks to reach the vast majority of Canadians currently
not receiving treatment, because untreated hearing loss can lead to
isolation and depression, dementia and Alzheimer’s disease. It 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 10,000 free
hearing screenings from May, 19th to June 26th, 2016.

“Duracell powers millions of people, every day with long lasting hearing
aid batteries,” says Peter Gorzkowski, Director of Marketing and
Commercial Operations at Duracell. “We play a critical role in helping
people with hearing loss stay connected to their loved ones, and for the
many 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
” 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.

Canadian singer-songwriter Jann Arden, who has experienced first-hand
the impact that hearing loss can have on a family, is teaming up with
Duracell to help bring more attention to the issue, and encourage people
to get tested.

“I can really relate to having a loved-one suffering from hearing loss,”
said Jann Arden. “The hearing aid my mom has been wearing for the last
year and a half has made a huge difference in her life. We were pretty
shocked when she was tested to find out that she had 70% hearing loss in
both her ears. I know now how much she was missing out on, and can
really see the difference in how she interacts with the people around
her, which is why I am excited to help Duracell launch their new ‘Stay
Connected’ initiative to ensure other people suffering from hearing loss
are staying connected.”

“We didn’t want the hearing test itself to be the obstacle for anyone
currently suffering and not being treated,” said Gorzkowski. “So we made
it as simple as possible and are proud to be providing 10,000 free
tests.” 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 for which the
test 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. Beyond the
feeling of isolation which can lead to depression, research has also
found that people with mild hearing loss were more likely to develop
dementia,” said Dr. Marshall Chasin, AuD. “These are some of the reasons
why it is so important for people to take the initial step of getting
their hearing tested.”

Duracell is partnering with Rogers Media to launch “Stay Connected” by
having Canadians experience one type of hearing loss through an
execution on live TV that briefly reduces the volume in real time. This
will demonstrate the impact of hearing loss and help viewers understand
the important contribution of audio in their daily lives. Across Rogers
Media’s suite of television assets, viewers will see a volume-bar
decreasing as the audio reduces for 5 seconds. Before they reach for
their remotes, an on-screen message will ask, “Are you having trouble
hearing?” transitioning directly into Duracell’s hearing loss messaging.

About Duracell
Started in the
1920’s, the Duracell brand and company was recently acquired by the
Berkshire Hathaway Company (NYSE-BRK) and has grown to be the leader in
the single-use battery market in North America. Its iconic 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 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.


Sakthi Muthu, 905-602-2959
Jon Koidis, 416-422-7179