Getting to the Heart of the Matter: LPHA Cardiovascular Disease Prevention Efforts for Women

1. U.S. Department of Health and Human Services National Institutes of Health National Heart, Lung, and Blood Institute Getting to the Heart of the Matter: LPHA Cardiovascular Disease Prevention Efforts for Women National CVD Efforts Jeanette Guyton-Krishnan, Ph.D. Office of Prevention, Education and Control National Heart, Lung, and Blood Institute

2. Cardiovascular Disease vs. Cancer Deaths in Women, United States, 2002 • Number Total Percent Cardiovascular Disease (All forms) 492,275 39 Heart Disease 356,293 29 Stroke 100,279 8 Cancer (All forms) 269,264 22 Breast Cancer 41,632 3 Lung Cancer 67,756 5 Total Death (All Causes) 1,247,310 Source: Vital and Health Statistics, NCHS, 2004.

3. Cardiovascular Disease Mortality Trends of Females and Males, 1979-2002 Number of Deaths (in thousands) Female Male Source: CDC, NCHS, National Vital Statistics System. Includes all diseases of the circulatory system (ICD-9 codes 490-459.9 and ICD-10 codes, I00-I99.9).

4. National Goals and Objectives Healthy People 2010 NHLBI Cardiovascular Health Performance Goals

5. CVD Enhanced Dissemination and Utilization Centers (EDUCs) • 12 community-based projects in high-risk communities • Tailored strategies to meet unique needs of communities • Performance driven – results oriented to meet the Healthy People 2010 objectives • A network of dissemination partners • Penrose-St. Francis Women Living Well Project • El Paso County, Colorado • Stroke in women • Community awareness • Access to screening/education • Collaborate with PCPs • Tailored case management • www.nhlbi.nih.gov • Networks and Outreach • CVD Utilization Centers

6. Women’s Heart Health: Developing a National Health Education Action Plan Key Recommendations: • Develop a multiyear, national public awareness and regional/local outreach campaign • Lead the campaign implementation in partnership with a broad range of national, regional, and community organizations

7. Getting Women to “See Red”: The Heart Truth Campaign

8. The Facts • One in three American women dies of heart disease. • Most women don’t realize it’s their #1 killer. • Only 9 percent of women say that heart disease is the condition they fear most. • Women can lower their heart disease risk by as much as 82 percent just by leading a healthy lifestyle.

9. The Heart Truth Campaign • Launched by NHLBI in September 2002 • Key activity of the NHLBI Women’s Heart Health Education Initiative • Developed with input from more than 70 key experts who have a stake in improving women’s heart health • Founding partners • DHHS Office on Woman’s Health • American Heart Association • WomenHeart: the National Coalition for Women with Heart Disease

10. Who is the Primary Audience? • Women ages 40-60 who: • Have at least one risk factor • Are not taking action • Secondary audience • Physicians and other health professionals • Younger and older women

11. Objectives • Raise awareness that heart disease is the #1 killer of women • Increase awareness of the risk factors leading to heart disease • Urge women to talk to their doctor about their personal risk for heart disease, and take steps to lower that risk

12. The Red Hot Idea—The Red Dress Project • “Heart disease doesn’t care what you wear.” • National launch of the Red Dress Project during Mercedes-Benz Fashion Week, February 2003 • National spotlight on women and heart disease through partnership with the fashion industry

13. Why a Red Dress? • The Red Dress has proved, through focus group testing, to be a positive image to convey heart disease messages targeted to women.

14. Red Dress Debut Design—2003

15. The Red Dress Pin • “Women and heart disease need to come to the attention of the public. I will wear my pin proudly to my job as a nurse at Johns Hopkins Hospital. I hope to get many questions about my red dress pin”!! • “This is a great reminder to take care of our heart and our overall health! Every woman needs one”!

16. The Red Dress Collection—2003

17. The Power of Partnerships in Reaching Women

18. Media • 350 million media impressions since February 2003 • First Lady Laura Bush featured on Today, Good Morning America and The Early Show • Cover stories in Time,Prevention and Glamour. • Additional coverage in Parade, People, Newsweek, New York Daily News, Chicago Tribune, New York Times, Boston Globe, and C-SPAN

19. Non-Profit/Women’s Organizations • WomenHeart • Hadassah • General Federation of Women’s Clubs • Sister to Sister Foundation • Alliance for Aging Research • Society for Women’s Health Research

20. Government • DHHS Office on Women’s Health • DHHS Regional Offices • State support

21. Health Professional • National Black Nurses Association • American College of Cardiology • Association of Black Cardiologists • Preventive Cardiovascular Nurses Association

22. Community: Jackson, Mississippi

23. Harrisburg, Pennsylvania

24. Celebrating American Heart Month at the White House—February 2

25. Celebrating in Iraq on February 6

26. The Heart Truth Road ShowMarch to May, 2004

27. The Heart Truth Road Show • Philadelphia, March 19-21 • Plaza King of Prussia Mall • Chicago, March 26-28 • River Oaks Mall • San Diego, April 02-04 • Westfield Shopping Town Parkway Plaza Mall • Dallas, April 16-18 • Valley View Center Mall • Miami, April 30-May 02 • Aventura Mall

28. Making an Impact • AHA National Awareness Survey • 1997 – 30% aware heart disease is #1 killer • 2000 – 34% • 2003 – 46% • Knowledge gap remains – especially in women younger than 45, Hispanic, and African American women • “Disconnect” remains – only 13% say heart disease is their own greatest health risk

29. Help spread The Heart Truth.

30. Campaign Materials

31. www.hearttruth.gov