Duracell Survey Reveals That Nearly All Hispanics Admire And Value Firefighters, But Many Underestimate The Number Who Server As Volunteers

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Almost Half of Hispanics Believe that Only One in Four Firefighters are Volunteers, When in Fact Almost 75 Percent are Volunteers in the U.S.

Duracell Power Those Who Protect Us Program

It's no surprise that many people recognize the important role that firefighters play in serving and protecting our communities

Following the recent announcement of Duracell’s battery donation program in partnership with the National Volunteer Fire Council (NVFC), Power Those Who Protect Us, Duracell recently implemented a national survey conducted among Hispanic consumers to assess how they perceive volunteer firefighters and the important role they play in community safety.

The survey conducted on behalf of Duracell found that many Hispanics admire firefighters and virtually all Hispanics (98 percent) value the importance of firefighters when it comes to the safety of their community. Nevertheless, survey findings also showed that among Hispanic consumers there is an overall lack of familiarity with the role that volunteer firefighters play in protecting their communities. In fact, survey results revealed how both Hispanics and the general population are somewhat misinformed about the profession. The study found that less than half (47 percent) of Hispanics and over one-third (35 percent) of the general population believe that less than a quarter of firefighters are volunteers; when in reality, approximately three-quarters (73 percent) of firefighters in the U.S. serve voluntarily.

“It’s no surprise that many people recognize the important role that firefighters play in serving and protecting our communities,” said Kurt Iverson, External Relations Manager Duracell. “However, the survey findings show that many consumers are still not aware of the vital role that volunteer firefighters play, or the lack of funding they endure. Through our Power Those Who Protect Us program, Duracell is committed to not only educating the community, but fostering ongoing support for these heroes who protect us every day.”

When respondents were asked about the funding of local fire departments in the U.S., the results showed that both Hispanics and the general population were not clear about the funding needs. About half of Hispanics (49 percent) and consumers from the general population (53 percent) believe that their local fire department is adequately funded. However, a recent Ipsos study conducted among volunteer firefighters found that 64 percent of them report their department is not sufficiently funded, and 86 percent have to spend their own money to purchase supplies or equipment for their department.

In contrast, to believing that fire departments were adequately funded, the survey also revealed that nearly two-thirds of Hispanics (62 percent) think that volunteer firefighters are in most need of equipment and tools, with more than one-third (34 percent) who said they are more likely to support volunteer firefighters by motivating their family and friends to make a special donation.

In order to help communities support their local volunteer firefighters and raise awareness for the needs of these heroes who selflessly donate their personal time and resources to protect their communities, Duracell and the NVFC created the Power Those Who Protect Us program. This program aims to help equip volunteer firefighters with the batteries they need to help power their everyday devices and life-saving equipment such as flashlights, breathing apparatus and emergency personnel locators. Consumers can support by purchasing specially marked Duracell CopperTop battery packs at retailers nationwide. For every specially marked Duracell CopperTop 10- and 20-pack of AA or AAA batteries purchased, Duracell will donate one or two batteries respectively. With the help of consumers, the goal is to provide more than 10 million batteries to all 23,000 volunteer fire departments in the U.S. For more information on Duracell’s Power Those Who Protect Us program, please visit http://www.Duracell.com/Protect or Facebook.com/Duracell.

About The Survey
These are some of the findings of two parallel Ipsos Public Affairs polls. The findings among Hispanics are based on an Ipsos Public Affairs poll conducted from January 27 – March 1, 2011 with a nationally representative sample of 501 Hispanics aged 18 and older, interviewed by telephone via Ipsos’ U.S. Hispanic Omnibus. The findings among the U.S. population at large are based on an Ipsos poll conducted January 27 – February 8, 2011 with a nationally representative, randomly selected sample of 1,144 adults aged 18 and older across the United States interviewed via Ipsos’ U.S. Express Telephone Omnibus. With samples of these sizes, the results are considered accurate within 4.4 and 3.1 percentage points respectively, 19 times out of 20, of what they would have been had the entire universe been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. These data were weighted to ensure that the sample's composition reflects that of the actual U.S. population according to U.S. Census figures. In both polls, respondents had the option to be interviewed in English or Spanish.

For more information about this survey please visit http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=51665.

About Duracell
Part of the Procter & Gamble Company, Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-
performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit http://www.duracell.com for more information, follow us on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.

About the National Volunteer Fire Council
The National Volunteer Fire Council (NVFC) is the leading non-profit membership association representing the interests of the volunteer fire, EMS,and rescue services. Organized in 1976, the NVFC serves as the voice of the volunteer fire and emergency services in the national arena and provides invaluable tools, resources, programs, and advocacy for first responders across the nation. Each state firefighter’s association elects a representative to the NVFC Board of Directors.

About Procter & Gamble
Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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Kurt Iverson
Duracell
(203) 796-4669
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Michelle Ruiz
PainePR
(213) 996-3762
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