OVERVIEWThe American Heart Association celebrates National CPR and AED Awareness Week, June 1-7, 2017, in communities across the nation to raise awareness about the importance of CPR and AEDs in saving lives during cardiac emergencies. AHA offers free resources and education to help increase the number of people prepared to potentially save lives in cardiac emergencies.

CPR Awareness Week offers a unique opportunity to engage multicultural audiences and help enhance the chain of survival with the support of key community leaders and organizational partners.

CPR WEEK CAMPAIGN GOAL1. Increase bystander Hands-Only CPR (HOCPR) confidence in

communities of color by driving the message that one does not have to be a trained professional to perform this lifesaving action. This culturally-relevant tool speaks directly to multicultural individuals by contrasting responses from different communities based on zip codes. This analysis will help to portray the level of awareness and access to education resources based on zip codes across a major, urban area. Take Me Home HOCPR Social Media Vignettes

2. Increase the number of trained multicultural individuals by driving views of the Hands-Only CPR training videos. These videos support both awareness and health education impact strategies.

• Hands-Only CPR training videos• Hands-Only CPR training video in Spanish• ETS CPR Week Page | AHA CPR Week Website

3. Build the connection between music syncopation and chest compressions by driving audience to practice HOCPR by using a playlist that features culturally-relevant tunes set between 100-120 Beats Per Minute (BPM). ETS X Sony Certified Playlist

MULTICULTURAL CPR FACTS Research shows that minority communities (predominantly Latino, African-American and of low-socio economic) are two to three times more likely to have cardiac arrest outside of a hospital and 30%-50% are less likely to receive bystander CPR – cutting their chances of survival.

Multicultural families who go to emergency rooms showing cardiac arrest signs indicate that families did not perform CPR or call 9-1-1, but prefer to wait on a family member to help them get medical attention. (Source: emergency rooms: Atlanta, Ann Arbor, Chicago and, now Denver at the University of Colorado School of Medicine)

The first step of improving one’s chance for survival is calling 9-1-1. Research shows there are unique factors and barriers which delay the critical medical attention needed in minority populations in the event of a cardiac emergency. Some of the 9-1-1 usage barriers for minorities include:

• Distrust of law enforcement• Language barrier• Lack of awareness • Lack of resources in low socioeconomic communities• Fear of hurting the person experiencing cardiac arrest

Bystander CPR is a primary factor in increasing survival rates, yet according to a study in the American Heart Association Journal Circulation: Cardiovascular Quality and Outcomes, Latinos and African-Americans are 30-50% less likely to have bystander CPR performed on them in the event of an emergency.

• People who live in low-income and African-American neighborhoods are 30-50% less likely to have bystander CPR performed in the event of an emergency.

• Kids can help close the gap in cardiac health inequalities by being exposed to CPR at a young age.

61% of Americans are hesitant to perform Hands-Only CPR for fear of unintentionally causing injury, according to an AHA Hands-Only CPR study. It’s a fear highest among minorities: 70% of African-Americans, 67% of Asian Americans and 64% of Hispanics think they could injure the person, compared with 59% of Caucasians.

About 90% of people who suffer an out-of-hospital cardiac arrest die.

Please don’t be afraid to perform CPR for fear of unintentionally causing injury. It’s much better to act than do nothing at all.

CALL TO ACTIONLet’s increase bystander Hands-Only CPR confidence in communities

of color by driving the message that one does not have to be a trained professional to perform this lifesaving skill!

Watch and share via social media!Take Me Home HOCPR Social Media Vignettes { }

DO YOU KNOW THE DIFFERENCE?Heart attack, cardiac arrest and sudden cardiac death are often used as if they are synonymous, which is incorrect.

• Heart Attack: occurs when the blood flow supply to the heart muscle through a coronary artery is severely reduced or cut off completely. Typically, this is from a clot, leading to damage to the affected muscle.

• Cardiac Arrest: occurs when the heart has an abnormal rhythm, which causes the heart to quiver and stop pumping blood to the brain, lungs and other organs. A heart attack increases the risk for cardiac arrest, but most do not lead to cardiac arrest. Cardiac arrest can happen in the absence of a heart attack.

• Sudden Cardiac Death: an unexpected death due to a heart problem. It presents soon (generally within one hour) after adverse heart symptoms begin in a person who may or may not have heart disease.

Cardiac arrest is a leading cause of death in the United States. Each year, more than 350,000 out-of-hospital cardiac arrests occur in the United States. Further, more than 200,000 people annually have a cardiac arrest while in the hospital.

CARDIAC ARREST KEY STATS AND FACTS• Cardiac arrest can happen any place, at any time. 70% of out-of-

hospital cardiac arrests happen in homes. It is likely you would save the life of someone you care about.

• About 46 percent of out-of-hospital cardiac arrest victims get CPR from a bystander.

• When a person has a cardiac arrest, survival depends on immediately getting CPR from someone nearby.

• Bystander CPR saves lives: • CPR, especially if performed immediately, can double or triple a

cardiac arrest victim’s chance of survival.

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AMERICAN HEART ASSOCIATION’S HANDS-ONLY CPR VIDEO OVERVIEW AND CALL-TO-ACTIONS

More than half of the three major U.S. minority groups – African-Americans, Hispanics and Asian-Americans – are aware of Hands-Only CPR, according to an AHA Hands-Only CPR study. But those likely to perform the skill, and with confidence, are much fewer. If you’re called on to give CPR in an emergency, you’ll most likely be trying to save the life of someone you love.

Remember, there are two easy steps to Hands-Only CPR, performed in this order:

In the event of a teen or adult collapsing,

1. Call 9-1-12. Push hard and fast in the center of the chest to the beat of the

disco song “Stayin’ Alive.”

• People feel more confident performing Hands-Only CPR and are more likely to remember the correct rate when trained to the beat of a familiar song.

• During CPR, you should push on the chest at a rate of at least 100 compressions per minute. The beat of “Stayin’ Alive” is a perfect guide to the rate at which one should be pushing.

CALL TO ACTIONTake 90 seconds to watch this video and learn

the 2 simple steps of Hands-Only CPR.Mama Knows Best #CPRsaveslives #empoweredtoserve

EMPOWERED TO SERVE X CERTIFIED HOCPR PLAYLISTCURATED BY SHANTI DAS

MUSIC = LIFE!

Build the connection between music syncopation and chest compressions by practicing HOCPR to a playlist that features some of your favorite songs. Stay on beat with our culturally-relevant tunes set between 100-120 Beats Per Minute (BPM) curated by National Power Ambassador Shanti Das.

WHY 100-120 BPM?

When performing HOCPR, you should push on the chest at a rate of 100-120 compressions per minute, which corresponds to the beat of the song’s on the playlist.

Trust us. You will feel more confident performing Hands-Only CPR and are more likely to remember the correct rate when trained to the beat of a familiar song.

CALL TO ACTIONBe the difference for someone you love.

If you are called to perform CPR in an emergency, you will most likely be trying to save the life of someone you love: a child, spouse, a parent or a friend.

Download the ETS X Certified Playlist curated by Shanti Das and start practicing TODAY.

• Be EmPOWERED. Save a Life. • Spotify Playlist

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MULTICULTURAL SOCIAL MEDIA MESSAGINGHand-Only CPR video views

• Watch, Learn & Share

HISPANIC-FOCUSED MESSAGING

61% of Hispanics believe that special training and certification are required to perform Hands-Only CPR, according to an AHA Hands-Only CPR study. You don’t need to be a trained professional to save a life. Anyone can save a life with the right training. heart.org/handsonlycpr #CPRSavesLives #EmPOWEREDToServe

SPANISH LANGUAGE MESSAGING

Facebook

• ¡Hola a todos! Llegó la semana Reanimación Cardiopulmonar (RCP). ¿Alguien alguna vez ha realizado RCP? http://www.heart.org/rcp

• Ahora que viste esos videos, ¿te sientes más preparado para reaccionar si alguien sufre de un paro cardiaco? http://bit.ly/2gpqFaz

• Es sorprendente lo que podemos hacer con nuestras manos, por ejemplo, ¡salvarle la vida a alguien! Tómate un minuto para ver este video que muestra cómo hacer RCP usando sólo las manos. http://bit.ly/2gpqFaz

• Los latinos son 30% menos propensos a tener a alguien que les de RCP cuando sufren un paro cardiaco. Puedes fortalecer a tu comunidad con sólo aprender RCP. http://bit.ly/2gpqFaz

• Esta investigación muestra que la gente que vive en vecindarios pobres, latinos o afroamericanos es dos veces más propensa a sufrir paros cardiacos fuera del hospital; y cuando esto sucede, el 30% no recibe RCP. ¿Por qué crees que esto ocurre? http://bit.ly/2rhzRA2

• Es crítico que llames al 9-1-1 antes de administrar RCP. Incluso si no

hablas inglés, puedes informar qué sucedió al decir “HEART STOPPED” y “SPANISH INTERPRETER.” ¡Comparte esta información para salvar vidas! http://bit.ly/2sbgGI6

• Las barreras del lenguaje no deberían ser barreras para la salud. Incluso si no hablas un inglés fluido, deberías llamar al 9-1-1 en caso de emergencia. Di “heart stopped” y “Spanish interpreter” para que sepan que necesitas ayuda en español. ¡Comparte esto y salva vidas! http://bit.ly/2sbgGI6

• A quienes trabajan en emergencias sólo les importa una cosa: salvar vidas. No tienes que dar información sobre ti mismo si no quieres, pero siempre debes llamar al 9-1-1 si alguien necesita RCP. No te meterás en problemas por hacer lo correcto. ¡Comparte esto y salva vidas! http://bit.ly/2sbgGI6

• Una emergencia puede ocurrir en cualquier momento. ¿Has considerado capacitarte en RCP? Mira dónde puedes inscribirte a un curso. http://bit.ly/2sbgGI6

• Cuando el corazón de una persona se para, se tiene nada más unos cuantos minutos antes de que sus órganos comiencen a detenerse; pero puedes administrar RCP y hacer que la sangre siga bombeando hasta que llegue la ambulancia. ¡Puedes salvarle la vida a una persona! Incluso si no tienes la capacitación, puedes dar un paso al frente y salvar una vida. http://bit.ly/2gpqFaz

Twitter

• 90% de la gente que sufre un paro cardíaco fuera del hospital no sobrevive. Cambiemos la sifra. http://bit.ly/2sbgGI6 #CPRsaveslives

• Hecho: Más de 350K paros cardíacos ocurren fuera del hospital anualmente en EUA. http://bit.ly/2sbgGI6 #CPRsaveslives #EsPorLaVida

• El 70% de los paros cardíacos fuera del hospital occuren en casa. Aprenda ahora mismo #HandsOnlyCPR. http://bit.ly/2gpqFaz #EsPorLaVida

• En 60s puedes aprender RCP usando solo las manos. Esta #CPRWeek preparate en caso de una emergencia. http://bit.ly/2gpqFaz

#CPRSavesLives • RCP duplica/triplica probabilidad de supervivencia de víctimas

de paro cardíaco. Aprenda salvar vidas. http://bit.ly/2gpqFaz #CPRSavesLives

• Esta #CPRWeek prepárate para una emergencia cardíaca al aprender #HandsOnlyCPR. http://bit.ly/2gpqFaz #CPRsaveslives #EsPorLaVida

• Tómate 60 segundos esta #CPRWeek para aprender esta técnica salvavidas y estar preparado en una emergencia. http://bit.ly/2gpqFaz

• ¿La RCP duplica/triplica la probabilidad de supervivencia de víctimas de ataque cardiaco? ¡Si! http://bit.ly/2sbgGI6 #CPRsaveslives

• Sólo necesitas 60S para apredner cómo salvar una vida. ¿Aceptas el reto? http://bit.ly/2gpqFaz #CPRsaveslives

AFRICAN-AMERICAN FOCUSED MESSAGING

Facebook

• Blacks are more likely to experience sudden cardiac arrest, and at a much younger age, than Caucasians. Learn how to save a life with Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives #EmPOWEREDToServe

• Did you know African-Americans are almost twice as likely to experience cardiac arrest than Caucasians? This #CPRWeek, learn how to save someone’s life with Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives #EmPOWEREDToServe

• Did you know blacks have twice the chance of experiencing cardiac arrest at home, work or in another public location than Caucasians? This #CPRWeek, learn how to save someone’s life with Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives #EmPOWEREDToServe

• Did you know African-American cardiac arrest survival rates are twice as poor as Caucasians? Learn how to save someone’s life with Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives

• Blacks are almost twice as likely to experience cardiac arrest than Caucasians. Learn how to save a life with Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives #EmPOWEREDToServe

• Blacks have twice the chance of experiencing cardiac arrest at home, work or in another public location than Caucasians. Learn how to save a life with Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives #EmPOWEREDToServe

Twitter

• Blacks r twice as likely 2 experience cardiac arrest than Caucasians. Save a life w/ Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives

• Blacks have twice the chance of experiencing cardiac arrest at home, work or in another public location than Caucasians. #CPRSavesLives

• DYK blacks’ cardiac arrest survival rates r twice as poor as Caucasians? Save a life w/ HOCPR. http://bit.ly/2gpqFaz #CPRSavesLives

• In the black community, cardiac arrest is a serious issue. Save a life with Hands-Only CPR. http://bit.ly/2gpqFaz #CPRSavesLives

RESOURCES AND ASSETS • Campaign Materials:

EmPOWERED To Serve materials American Heart Association Materials

• Survivor Life: The Big Easy does CPR #EmPOWEREDToServe• CPR Saves Lives, Learn Hands-Only CPR• CPR Demos and Instructional Videos• Heart.org Story: Man saves co-worker after watching Hands-Only

CPR video• Heart.org Story: Many Americans afraid to perform CPR• Robert De Valle, CPR instructor -- CPR myths related to disparities in

bystander CPR