Navigation Links
British Heart Experts Use Cricket To Target South Asians

Britain's heart experts are hoping to exploit the passion for cricket among South Asians to launch a campaign to encourage people from the community not to delay calling// emergency help when experiencing chest pain.

Research shows that South Asians in Britain have a 40-50 per cent higher death rate from heart disease than the general population. But South Asians are known to be reluctant to seek emergency help for various reasons: doubt, embarrassment, not wanting to be a burden and preferring to 'wait and see if it gets better'.

Apart from these reasons, the BHF is worried that there are additional barriers, such as language and cultural reasons, that may put off those from South Asian communities, particularly older people, from calling 999.

The British Heart Foundation has now hired a specialist ethnic communications agency, Media Reach Advertising, to tailor the 'Doubt Kills' campaign to target Indians, Pakistanis and Bangladeshis living in the UK.

The campaign urges people not to delay calling 999 when experiencing chest pain and includes a TV and radio advert in Hindustani and Bengali language, and print adverts in Bengali, Urdu, Gujarati and Punjabi.

The TV ads - to be shown on all major South Asian channels - feature a father and son playing cricket. The father develops chest pain and, rather than ignoring the pain or calling his wife, calls 999 immediately for help, and lives to make a good recovery.

The BHF is also organising a comprehensive grassroots outreach programme in five cities that have a high South Asian population: London, Bradford, Leicester, Birmingham and Glasgow.

Sandy Gupta, consultant cardiologist and chairman of the BHF's Strategy Committee on Cardiovascular Disease (CVD) in Ethnic Minorities, said: "Most people in the UK are not good at recognising when they are having a heart attack and taking swift action by calling 999, because they too often doubt the s eriousness of the situation, or delay because they don't want to make a fuss.

"From my experience, South Asians, particularly older people, can be even less willing to call 999 when they have chest pain or other heart attack symptoms. The really worrying thing about this is that South Asian people are at much higher risk of dying of heart disease than the general population, so are most likely to need this emergency help".

Professor Roger Boyle, National Clinical Director for Heart Disease and Stroke, said: "I wholeheartedly support this campaign to raise awareness of chest pain among South Asian communities.

"Many NHS organisations are leading the world in the way they provide emergency response, and with paramedics trained to administer lifesaving clot-busting drugs. With 76 percent of patients reached by an ambulance within eight minutes of a call, we can justifiably be proud of the way the NHS provides urgent care.

"The crucial factor for patient survival, however, is for a person experiencing chest pain not to delay calling for help. Given their increased risk of heart disease, it is all the more important this advice is heeded by South Asians living in the UK."

The campaign is being supported by a range of South Asian personalities, including comedian Sanjeev Bhaskar, BBC news presenter Asad Ahmed, actor Saeed Jaffrey, novelist Moni Mohsin, and singer Channi Singh.

Source-IANS
'"/>




Related medicine news :

1. Designer baby for British couple
2. British Authorities Seize Spurious Drugs
3. Collaborations planned between British Organization and Indian health care industry
4. British Healthcare Mission Explores Partnership Possibilities With Indian Healthcare Sector
5. British Women Flies to India for Treatment of Breast Cancer
6. Sharp Increase In Morning-After Pill Sales Among British Women
7. British company developing ‘Safer Cigarettes
8. British man Recovered from HIV
9. British medical education suffers shortage of bodies
10. Relief For British MS Patients: Cannabis-Based Oral Spray
11. British Scientists Doubt Delhi Doctor’s Stem Cell Claim
Post Your Comments:
*Name:
*Comment:
*Email:


(Date:6/26/2016)... ... June 27, 2016 , ... Quality metrics are proliferating in cancer ... they remain in the eye of the beholder, according to experts who offered insights ... American Journal of Managed Care. For the full issue, click here . , ...
(Date:6/26/2016)... ... June 26, 2016 , ... Pixel Film Studios Released ProSlice ... "Film editors can give their videos a whole new perspective by using the ... of Pixel Film Studios. , ProSlice Levels contains over 30 Different presets to ...
(Date:6/26/2016)... ... ... Kasmer, a legally blind and certified personal trainer is helping to develop a weight loss ... plans to fix the two major problems leading the fitness industry today:, ... , They don’t eliminate all the reasons people quit their exercise program ...
(Date:6/25/2016)... ... June 25, 2016 , ... Experts from the ... AcademyHealth’s Annual Research Meeting June 26-28, 2016, at the Hynes Convention Center in ... topics including advance care planning, healthcare costs and patient and family engagement. , ...
(Date:6/25/2016)... ... , ... The temporary closing of Bruton Memorial Library on June 21 due to a possible ... often overlooked aspect of head lice: the parasite’s ability to live away from a human ... but a necessary one in the event that lice have simply gotten out of control. ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... Pa. , June 23, 2016 Bracket ... will launch its next generation clinical outcomes platform, Bracket eCOA ... Meeting held on June 26 – 30, 2016 in ... the first electronic Clinical Outcome Assessment product of its kind ... Booth #715. Bracket eCOA 6.0 is a flexible ...
(Date:6/23/2016)... announced the establishment of Astellas Farma Colombia (AFC), a new affiliate with operations headquartered in Bogota. Colombia ... ... ... ... Astellas is a pharmaceutical ...
(Date:6/23/2016)... , June 23, 2016 The vast ... an outpatient dialysis facility.  Treatments are usually 3 times ... hours per visit, including travel time, equipment preparation and ... patient, but especially grueling for patients who are elderly ... a skilled nursing and rehabilitation centers for some duration ...
Breaking Medicine Technology: