Protect Your Child From Kidnapping
Protect Your Child From Kidnapping Experts Recommend Updating Children's Photos Every Six Months April 26, 2006 — Ed Smart and the National Center for Missing and Exploited Children have joined together to give parents crucial information they need to protect their children. Nearly 800,000 children are reported missing every year, a nightmare Smart learned firsthand when his daughter Elizabeth was abducted from their home in 2002. She was found eight months later after an intensive police investigation. "Everyone's doing wonderful," Smart said. "This whole project comes back to what happened that first morning. … Getting a current picture ID out there was critical." Based on its ordeal, the Smart family has joined the national center's "Power of Parents" campaign, which is designed to help families prepare, protect and empower their children. The campaign encourages parents to always have an up-to-date photo of their children, taking a new one every six months. A recent survey conducted by Duracell and the center found that only 46 percent of parents or guardians believed that having a recent photo of a child for emergency purposes was important. Additionally, only 49 percent of parents or guardians who have an emergency photo of their child update it every six months. You can learn more about the program and download a child safety tool kit at www.duracell.com/parents http://www.abcnews.go.com/GMA/story?id=1891449&page=1

Press Release DURACELL AND THE NATIONAL CENTER FOR MISSING & EXPLOITED CHILDREN PARTNER TO HELP EMPOWER AND EDUCATE FAMILIES Actress Julianne Moore Helps Raise Awareness for Child Safety and Preparedness BETHEL, CT, April 26, 2006 – Duracell® today announced the launch of a child-safety preparedness program in partnership with the National Center for Missing & Exploited Children® (NCMEC). The nationwide program, called Power of Parents, has a goal of reaching 1 million families to educate them on the importance of having up-to-date ID photos of their children for emergency purposes. Additionally, to help generate awareness for the cause, Duracell and NCMEC will be joined by Julianne Moore, who will help kickoff the program at a community photo ID event on May 4, 2006 at the Third Street Promenade in Santa Monica, Calif. Actress Susan Sarandon also is lending her voice to radio public service announcements that will begin airing today. According to the U.S. Department of Justice, more than 2,000 children are reported missing every day and, thankfully, the vast majority of them are recovered quickly. The Power of Parents program is designed to help families prepare, protect, and empower their children by dispelling common child-safety myths and reminding parents and guardians of the importance of having an up-to-date photo of every member of the family under the age of 18. NCMEC says that having a good-quality current photo of a missing child is essential to assist law enforcement in the critical first hours of an investigation. According to a recent survey conducted by Duracell and NCMEC, only 46 percent of parents or guardians surveyed believe that having a recent photo of a child for emergency purposes is important. Additionally, only 49 percent of parents or guardians who have an emergency photo of their child update it every six months1 – the timeframe recommended by experts. “Every family has photo albums that capture life’s priceless memories, but there is one photo that is simply invaluable,” said Julianne Moore. “Our goal is to reach 1 million families to educate them on the importance of having up-to-date photos of their children for emergency purposes.” Duracell and NCMEC also launched a Power of Parents Web site (www.duracell.com/parents) to help dispel common child-safety myths and provide valuable early intervention tools for parents and guardians. The site includes a downloadable step-by-step child ID guide and a unique six-month e-mail reminder service for parents and guardians to help them remember to update the information and photo in their child’s ID packet. “We are thrilled to be joining forces with Duracell to bring the Power of Parents program to families across the country,” said Ernie Allen, NCMEC president. “This program is a great call-to-action for everyone – a simple reminder about the importance of taking a few minutes to create a child’s photo ID and review safety information with your family.” “Duracell is proud to work with one of the most heroic organizations for child safety to provide an invaluable resource to parents and guardians,” said Mark Leckie, president, Duracell and Braun, The Procter & Gamble Company. “If the Power of Parents program prompts at least one parent or guardian to take action today to help protect their families, we’ll have succeeded.” As part of its commitment to the program, Duracell also will make a monetary donation to the NCMEC and an in-kind donation of batteries and flashlights to NCMEC’s Team Adam, a network of on-site rapid-response consultants who help in providing technical assistance to local law enforcement officers who investigate cases of child abduction and sexual exploitation across the country. Later this year, Duracell will extend the partnership at retail with an on-pack sponsorship, retail displays and advertisements. About the National Center for Missing & Exploited Children (NCMEC) NCMEC is a 501(c)(3) nonprofit organization that works in cooperation with the U.S. Department of Justice's Office of Juvenile Justice and Delinquency Prevention. NCMEC's congressionally mandated CyberTipline, a reporting mechanism for child sexual exploitation, has handled more than 387,800 leads. Since its establishment in 1984, NCMEC has assisted law enforcement with more than 119,800 missing child cases, resulting in the recovery of more than 102,200 children. For more information about NCMEC, call its toll-free, 24-hour hotline at 1-800-THE-LOST or visit its Web site at www.missingkids.com. About Duracell Part of The Procter & Gamble Company, Duracell is the world’s leading manufacturer and marketer of alkaline batteries. It’s brands hold the No.1 position in North America, China, Europe, Latin America, and Africa. Duracell offers a complete portfolio of power solutions for every type of digital camera user including: Duracell Ultra Digital, a premium alkaline battery for occasional digital camera users; Duracell PowerPix, a new disposable battery for moderate users; and Duracell Rechargeables, Nickel Metal Hydride (NiMH) batteries and chargers for very frequent digital camera users. The company also sells flashlights and recently acquired Garrity Industries, a leading U.S.-based manufacturer and marketer of lighting products. About P&G Three 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®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands. CONTACT: Kara Salzillo Duracell 617-421-7452 kara_salzillo@gillette.com Tania Scheer PainePR 212-613-4918 tscheer@painepr.com NCMEC Communications Division 703-837-6111 media@ncmec.org 1 CARAVAN® survey of parents/guardians, conducted by Opinion Research Corporation, on behalf of Duracell and NCMEC, February 2006. http://www.missingkids.com/missingkids/servlet/NewsEventServlet?LanguageCountry=en_US&PageId=2355