The Institute of Heart (ICICOR) Science spent ten months working on the creation of a television campaign to prevent cardiovascular diseases, which cause 35% of deaths in the region. This initiative presented to the public four real stories told overcoming heart disease and changing lifestyle of the people who suffered . Thus, it is intended to raise awareness among the society of such diseases.
The Board, Boehringer Ingelheim, and Television Castilla y León have collaborated in the creation of this ad campaign be issued in the regional channel during the months of September and October .
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The health minister, Antonio María Sáez Aguado has ensured that prevention is “much more efficient than transplantation» , but are also important speed and efficiency in health performance. Still, “we have to keep doing transplants.”
From the Board has emphasized the importance of cardiovascular life habits such as eating a healthy diet, avoid smoking and physical activity daily. The Ministry of Health ensures that a lifestyle that includes such practices reduce cardiovascular risk. Aguado Sáez wanted to emphasize that 20% of youth are overweight Castilla y León and 6% obese , a percentage should be reduced, as would diminish the work of cardiologists.
Meanwhile, the director of ICICOR, José Alberto San Román, ensures that this campaign has tried to innovate because “is repetitive an advertisement in which a physician recommends a healthy life.” “We wanted the protagonist is a real patient because the public hears more when a patient has.” “Patients are our reason for being.”
In addition, Boehringer CEO, Thorsten Poehl, expressed his satisfaction with the campaign claiming that “it is the right way to reach the public and improve prevention . “
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