ST. LOUIS, April 1, 2004 - Energizer, a leader in the hearing aid battery category, is launching a breakthrough hearing health program featuring rock superstar Pat Benatar to increase awareness of hearing loss among baby boomers and help drive consumers to audiologist offices.
The Energizer EZ Change "It's Hip to H.E.A.R™" program is a national cause-related initiative designed to educate a generation in denial about hearing loss -- baby boomers -- about the importance of hearing health awareness, prevention and treatment. Leveraging the popularity of rock music to help make the issue of hearing loss relevant to boomers, the initiative includes a partnership with the national non-profit group Hearing Education and Awareness for Rockers (H.E.A.R.), and offers special membership benefits to audiologists through the H.E.A.R. Partners network. The Energizer EZ Change It's Hip to H.E.A.R. program reaches out to consumers in May during Better Hearing & Speech month.
While 16 million baby boomers suffer from hearing damage, a recent national survey revealed that most boomers are not concerned about hearing loss or seeking treatment. According to the Energizer survey, only one percent of baby boomers rank hearing loss as a health concern and almost half (45%) say they are not at all worried about hearing loss. Nearly three-quarters (73%) say they have never seen a doctor or hearing specialist to get their hearing tested. Despite this lack of concern, the reality is that there are more baby boomers aged 46-64 with hearing loss than there are people over the age of 65 with hearing loss, and there is 26 percent more hearing loss among baby boomers than in previous generations.
"One of our main goals with this national education initiative is to break down industry growth barriers," said Ernie Petrus, director of sales and marketing for Energizer Miniature Batteries, U.S. "We know boomers aren't concerned about hearing loss, but we're hoping to change this with Pat Benatar as our national spokesperson and the support of audiologists across the country. By leveraging their position as advocates of hearing health, audiologists can serve as ambassadors of the program while promoting their practice."
Beginning in April, audiologists can sign up to be part of the H.E.A.R. Partners program, a national network of certified hearing professionals and other concerned individuals who support H.E.A.R.'s mission. H.E.A.R. provides information on hearing loss and tinnitus to over 1 million people worldwide and distributes hearing protection to over 100,000 people at music events annually. By becoming a H.E.A.R. Partner, audiologists can help educate millions of people about hearing loss prevention while expanding their business. For a discounted fee of $99, audiologists will receive a special one-year membership, including:
- Online business listings on the referral section of the H.E.A.R. Web site (www.hearnet.com), which receives 7 million hits annually
- Increased awareness through H.E.A.R. - produced Public Service Announcements with music celebrities for national radio, TV, cable networks, the Internet and schools
- Visibility through H.E.A.R.'s outreach at music/health conferences, festivals, concerts, dance clubs, industry events, schools and other venues
- Energizer EZ Change display for audiologists' offices
- $10 in Energizer Bucks, which can be used for gift certificates or cash
- The ability to participate in speaking opportunities on hearing conservation through H.E.A.R.'s referral network on hearnet.com
"Baby boomers were the first generation to be raised on rock and roll, and many continue to enjoy high volume lifestyles," said Kathy Peck, executive director and co-founder of H.E.A.R. "We are excited to team up with Pat Benatar and Energizer EZ Change because we share the mission to educate people about the dangers of hearing loss and how to treat it without sacrificing your quality of life. While a wealth of information on hearing loss is available, our goal with the 'It's Hip to H.E.A.R.' program is to make the message more relevant to baby boomers, so they will take the first step and get their hearing checked by an audiologist."
The program will educate people about the importance of hearing health by distributing information online, in audiologist offices, at retail, in the media and through the H.E.A.R. grass roots network of street teams that travel to concerts and music events around the country. Part of the outreach includes a free Energizer EZ Change It's Hip to H.E.A.R. Survival Guide, featuring information on baby boomer lifestyles, hearing loss detection and treatment options. In support of H.E.A.R.'s efforts, Energizer EZ Change will make a monetary donation to the non-profit organization.
In addition, Benatar will be spreading the message about the importance of early testing and diagnosis. "As a musician, I learned early in my career the importance of healthy hearing, although many of my friends didn't realize the damage until it was too late. Energizer is among the first to make hearing health relevant to people of my generation, by creating an education program that centers on our lifestyle interests. We're not asking boomers to sacrifice their hip lifestyles - we're telling them to get smart about their hearing health so they can enjoy them even longer."
Energizer EZ Change batteries are the number one choice for hearing aid batteries among consumers. Thanks to new technology, the dispenser's new stove top design makes it even easier to turn and slide out the batteries. The brand offers audiologists traditional spin packs and the EZ Change dispenser, to give their patients a choice of the highest quality, longest lasting Energizer batteries that fit nearly all types of hearing aids.
For a free brochure or more information on Energizer EZ Change, visit www.energizer.com/ezchange/. To become a H.E.A.R. Partner, visit www.hearnet.com or sign up in person at Energizer booth # 937 during the American Academy of Audiology (AAA) convention in Salt Lake City.
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Survey Methodology
A survey of 1,010 baby boomers ages 39-57 was conducted in the month of October 2003 to find out more about the attitudes, beliefs and habits of this age group with and without hearing loss. The 28-question confidential survey was conducted through computer-aided telephone calls through a random sample of the population. For more information on survey results, contact Christine Johnson at 314.552.6747.
