Rock Star Pat Benatar Urges Baby Boomers to Tune in to Their Hearing Health

Rock Star Pat Benatar Urges Baby Boomers to Tune in to Their
Hearing Health
Energizer(R) EZ Change(R) 'It's Hip to H.E.A.R.(TM)' Program Helps Educate a
Generation in Denial About Hearing Loss 


ST. LOUIS, May 5  /PRNewswire/ -- Pat Benatar has been making hit music for
decades.  Now, the rock superstar and Grammy winner has new music and a new
message for her peers in the baby boomer generation.

Benatar is the national spokesperson for the Energizer EZ Change "It's Hip to
H.E.A.R." program, a national cause-related initiative designed to educate baby
boomers about the importance of hearing health awareness, prevention and
treatment.   The program, which kicks-off in May during Better Hearing & Speech
month, is being executed in partnership with the non-profit group Hearing
Education and Awareness for Rockers (H.E.A.R.) and Energizer EZ Change, the
world's first hearing aid battery dispenser.

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 (i), and there is 26 percent more hearing loss among baby
boomers than in previous generations(ii).

Benatar, who has taken steps during her career to prevent hearing loss, wants
to raise awareness about the importance of hearing health education, prevention
and treatment.  "As a rock musician, I know firsthand the risks of hearing loss
and how it affects your quality of life," she said.  "Many of my friends have
suffered permanent hearing damage, and my husband Neil and I both take
proactive steps to protect our hearing health. Unfortunately, many of my peers
are in denial."

"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(R) EZ Change(R) 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."

The national education effort includes a free Energizer(R) EZ Change(R) It's
Hip to H.E.A.R.(TM) Survival Guide that provides information on baby boomer
lifestyles, hearing loss detection and treatment options.  A key focus of the
program is to educate people about new technologies available to help them
manage their hearing health.

"Baby boomers want the latest and greatest technology devices to help simplify
and improve their lives," said Benatar.  "Many are unaware that there are some
really innovative products available that can help them protect their hearing
and, if they are already dealing with hearing loss, make the process of
managing it much easier.  These products are also important for the baby
boomers who are caring for their parents, many of whom also have hearing loss."

Among the hearing health technologies available is the Energizer EZ Change, the
first hearing aid battery dispenser that allows hearing aid users to insert
their batteries precisely without having to handle the tiny batteries or tabs. 
This eliminates the frustration of dropping, fumbling and losing the small
batteries and makes it possible to change them quickly any place and any time. 
 For hearing protection while listening to music, the ER-6 Isolator Earphones
reduce outside sound levels by 34-36 dB. Their high isolation allows
individuals to hear the full range of digital recordings without having to play
them at unnaturally high and unsafe levels.  And, digital sound level meters,
such as those found at Radio Shack, allow individuals to adjust the decibel
levels of stereos and home theater systems to safer ranges.

The Energizer(R) EZ Change(R) It's Hip to H.E.A.R.(TM) program will educate
baby boomers and others about the importance of hearing health by distributing
information online, in audiologist offices, at retail, in the media and through
H.E.A.R.'s Partners, including its grass roots network of street teams that
travel to concerts and music events around the country.  In support of
H.E.A.R.'s efforts, Energizer EZ Change will make a monetary donation to the
non-profit organization.

The increase in the number of baby boomers suffering from hearing impairments
is attributed largely to lifestyle factors, including simple everyday noise. 
Potential hearing damage can occur with exposure to any noise above 85
decibels, especially during frequent or lengthy exposure.  This includes city
traffic (85 dB) and hairdryers (90dB), which can cause significant hearing
damage over time.  According to the Energizer survey, most baby boomers (more
than 50 percent) were unaware that these activities could cause harm.

"It is possible to enjoy an active lifestyle and protect your hearing," said
Ernie Petrus, Director of Sales and Marketing for Energizer Miniature
Batteries, U.S.  "Although everyday activities such as listening to the car
radio and using headphones can cause hearing damage, there are many new
technologies available that help lessen the effects of early hearing loss and
also minimize the social stigma of wearing hearing aids.  Getting your hearing
tested at the first sign of hearing problems is crucial because the damaging
effects of hearing loss are cumulative and irreversible."

"I want people to know that early testing and diagnosis are key," says Benatar.
"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. 
By tuning in to your own hearing health and getting tested, you can lessen or
avoid the negative effects of hearing loss and enjoy the sounds of music and
everyday life for years to come."

To order the free Energizer(R) EZ Change(R) It's Hip to H.E.A.R.(TM) Survival
Guide and find out more about the program, visit the Energizer EZ Change Web
site at http://www.energizer.com/ezchange/ .

  For information on testing and treatment, visit http://www.hearnet.com/ .

  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.

   For more information contact:
   Jackie Burwitz/314-985-2169
   Energizer Holdings, Inc.

   i  Self Help for Hard of Hearing People, Inc.
   ii National Center for Health Statistics


DATASOURCE: Energizer



CONTACT:  Christine Johnson of Weber Shandwick, [phone]; Jackie

Burwitz of Energizer Holdings, Inc., [phone]



Web site:  http://www.energizer.com/ezchange

http://www.hearnet.com/ 

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