Energizer, hearing group target push at baby boomers

ST. LOUIS: Using May - Better Hearing & Speech month - as its platform, nonprofit group Hearing Education and Awareness for Rockers (HEAR) has teamed with Energizer EZ Change, the first hearing-aid battery dispenser, to educate baby boomers about the dangers of hearing loss and the importance of prevention and treatment. Pat Benatar serves as the national spokeswoman for the program.

ST. LOUIS: Using May - Better Hearing & Speech month - as its platform, nonprofit group Hearing Education and Awareness for Rockers (HEAR) has teamed with Energizer EZ Change, the first hearing-aid battery dispenser, to educate baby boomers about the dangers of hearing loss and the importance of prevention and treatment. Pat Benatar serves as the national spokeswoman for the program.

"It's Hip to HEAR" promotes the importance of hearing health by distributing in- formation on the internet, in doctors' offices, and at retail locations. HEAR's partners include a national grassroots network of street teams that travels to concerts. Weber Shandwick, one of Energizer's PR agencies, helped to organize an SMT for Benatar to advance the message.

As a rock singer, Benatar was a natural choice to represent the issue, said Ernie Petrus, director of sales and marketing for Energizer Miniature Batteries US.

"We have had a lot of campaigns, and we have worked with several other artists, but this is the largest campaign we have ever done on a national scale," said Kathy Peck, the executive director and cofounder of HEAR.

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