April 23, 2008

More than 46 million people, one in five adults, in the United States report having a form of doctor-
diagnosed arthritis.  Many of these adults also suffer from hearing loss and face dexterity challenges when changing their hearing aid battery. Duracell has announced that the Arthritis Foundation, a non-profit organization committed to the health and well being of those with arthritis, has recognized the Duracell EasyTab hearing aid battery with the foundation’s first-ever hearing aid battery commendation for ease of use.

Duracell reports the official commendation seal, which identifies products that make living with arthritis simpler, will now appear on Duracell EasyTab packaging.

According to hearing instrument specialist Camille Catalano, hearing health and dexterity issues often go hand in hand, whether a function of arthritis or age.  "Handling very small hearing aid batteries can
be difficult for patients with dexterity challenges," said Catalano. "The design of the Duracell EasyTab takes the worry out of changing batteries so patients can focus on other issues that are affecting
them on a day-to-day basis."

The Duracell EasyTab hearing aid battery reportedly features the longest tab of any hearing aid battery on the market today, making it easy to remove from the packaging, hold and insert.  Additional design benefits include compact, but simple-to-open packaging and color-coded batteries to ease distinguishing size on-shelf and at home. The unique EasyTab design has earned several industry awards including the Pharmacy Times "Master’s Circle" Award and the 2007 Pharmacist Recommended OTC Achievement Award.

"For people with arthritis, seemingly simple daily tasks can sometimes mean severe pain and increased frustration," said Scott Walters, group vice president, Corporate Relations, Arthritis Foundation.  "Through our ease-of-use commendation, we hope to help people with arthritis find products that improve their daily lives and perform essential tasks, such as changing their hearing aid battery."

The Arthritis Foundation commendation comes on the heels of a new online hearing health campaign from Duracell launched at the AARP convention in December 2007. The EasyTab "We Hear You" campaign was created as more mature adults turn to the Internet to seek information about their health.  The Duracell Web site now offers a place to learn more about hearing health and testing as well as
finding a local hearing specialist.

"Duracell has a long history of developing products that help make everyday life simpler," said Rachel Calomeni, brand manager, North America, Duracell.  "Our Duracell EasyTab battery is a great example
of a product designed specifically with the consumer in mind. Recognition by the Arthritis Foundation is an important commendation because it speaks directly to EasyTab’s ability to meet the needs of
those who rely on our product every day."

Source: Duracell