PHA goes "masa" v. CVD risks
The Philippine Heart Association (PHA) hopes to touch base with the estimated 44 million plus Filipinos with at least one risk factor for the country's second leading cause of mortality through a groundbreaking quad-media ad campaign focusing on major modifiable risk factors for cardiovascular disease (CVD).
The "Deadma? Dead Ka!" campaign is executed via four storyboard ads: "Dressing Room" (abdominal obesity), "Elevator" (abnormal cholesterol level), "Balloon" (hypertension) and "Chicharon Bulaklak" (improper diet). Deadma, abbreviated from the literal English translation (dead malice) of the Filipino idiomatic phrase patay malisya, is a colloquial term implying deliberate disregard.
The four 15-seconder TV infomercials based on each storyboard are done in the vernacular and are laced with visual and situational humor meant to appeal to the widest cross section of audiences while strongly communicating key health messages.
"Dressing Room" features a department-store saleslady attending to a male customer with a waistline problem. With obesity a recognized risk factor for hypertension, diabetes, and heart disease, the ad takes off with the message that waist circumference should not exceed 31 inches for women and 35 inches for men.
In the "Elevator" ad, a fit-looking young man is refused a lonely ride by an unusually sensitive elevator, which flashes its disapproval of his high cholesterol level. This poses a warning that outward appearance is not an accurate gauge of one's cholesterol level and stresses the need for a proper laboratory exam.
"Balloon" presents a visual analogy between an inflating balloon and the way stress affects the human cardiovascular system in a situation disposed to hypertension. It drives home the point that hypertension can be a silent killer if left unchecked.
"Chicharon Bulaklak," is the clear crowd favorite among the four infomercials during their recent media launch at the Discovery Suites, Ortigas Center. It plays on visuals and words to make the connection between bad eating habits and adverse cardiovascular events. It zooms in on a dish of the cholesterol-packed Filipino appetizer chicharon bulaklak, that is subsequently zoomed out as a funeral wreath in someone's wake.
Producing the ads with assistance from Novartis Healthcare Inc. and the ad agency Publicis Manila, PHA is working for their widest possible airing by negotiating with major TV networks, the Kapisanan ng Brodkasters ng Pilipinas, Cinema Association of the Philippines, and the Bus Operators Association of the Philippines.
As a quad-media campaign, the storyboards will also try to reach audiences via the Internet, as well as print and radio. Deadma? Dead Ka! radio spots, print ads, and posters are now on the drawing board. PHA also plans to tap advertising outlets such as supermarkets, annual conventions, schools especially colleges and universities, and public conveyances such as the MRT, LRT, and airlines.
"This is unprecedented in PHA history," said PHA president Dr. Cesar Recto II, "as this will be the first time that we will have a quad-media advocacy focusing on our campaign to disseminate proper information about heart disease."
PHA director and advocacy head Dr. Saturnino Javier added that although their "gains have been modest, the momentum has not been swift and our best not good enough," the more-than-1,500-strong PHA is determined to do more than what it is currently doing. He noted that based on the most recent National Health and Nutrition Survey, between 83 and 95 percent of Filipino adults have at least one risk factor for atherosclerosis.
The new campaign complements PHA's ongoing involvement in a multidisciplinary coalition formed a few years ago, the Comprehensive Healthy Lifestyle Advocacy, with the Department of Health as one of the key partners. It seeks to promote prevention of CVD and related chronic diseases through lifestyle changes, particularly smoking cessation, weight reduction, reduction of sodium intake, consumption of fruits and vegetables, moderation of alcohol intake, and exercise.
M Grace Roxas
PSCCI, Otsuka unite v. CAD
The Philippine Society of Cardiac Catheterization and Intervention (PSCCI) found a new ally in its advocacy against coronary-artery disease (CAD) in Otsuka (Philippines) Pharmaceutical Inc. The two promoted their patient-awareness campaign on March 2 to help spread awareness about CAD, the most common heart ailment.
Dr. Liberty Yaneza, interventional cardiologist and board member of PSCCI, stressed the importance of prevention and warned that damage to the heart is permanent, unlike in the case of liver cells, which can regenerate. "Once you suffer a heart attack, your heart muscles do not recover anymore," she warned. Instead, scar tissue is formed compromising the heart's ability function normally.
Severe cases of CAD may lead to myocardial infarction requiring aggressive measures in treating the blocked artery or arteries. Two options available are coronary-artery bypass graft or the less-invasive percutaneous coronary intervention under which angioplasty falls. Such was the case with 36-year old Ely Buendia, best known as the vocalist and lead guitarist of the popular '90s band Eraserheads. He had to undergo emergency angioplasty early this year after suffering a heart attack during a band performance.
"Here is a guy who seems very young, who seems fit, but can still develop it. I think that's the message being sent. You don't have to be overweight; you don't have to be old to develop heart disease," said Dr. Saturnino Javier, president of PSCCI. He cited Buendia as proof that no one is exempt from developing heart disease, stressing the importance of early screening.
Despite the fast-food diets and stresses that come with urbanization, Javier is confident that "something can be done in terms of preventing it [heart disease]." Also a director of the Philippine Heart Association (PHA), Javier said prevention of cardiovascular diseases is also an advocacy of the PHA. "We want these things prevented…. We're all doing this to curb the tide of the growing cardiovascular epidemic," he said.
M Carisa Paraz, MD
PSN pushes knowledge limits
As the local medical community losing the battle against renal diseases and renal failure? Dr. Ophelia Buot, 2006 recipient of the A-One Award and professor of medicine at the Cebu Institute of Medicine, raised this question as she lamented the growing incidence of kidney diseases and addressed the challenges it poses to nephrologists.
Keynoting the 27th annual convention of the Philippine Society of Nephrologists (PSN) held April 11 to 14, Buot noted that of the estimated 4.4 million Filipinos suffering from diabetes, 30 percent or 1.3 million will go into renal failure. Add to this the 10 percent of another 4.4 million hypertensives who will also go into renal failure and you have close to two million patients who would need kidney transplants.
"Every statistic in dialysis and transplant registries reflects our failure in renoprotection and prevention of end-stage renal disease," said Buot, stressing that doctors should be more aggressive in dealing with potential renal problems arising from diabetes and hypertension. The challenge of renoprotection is the prevention of renal failure, she said, citing various strategies to achieve it, beginning with aggressive blood-pressure control and constant microalbumin monitoring. She said doctors should also watch out for the development of proteinuria by regularly checking for protein and creatinine levels.
The convention had for its theme 21st Century Nephrology: Pushing the Knowledge Limits, which according to Dr. Lynn Almazan-Gomez, PSN president, offered its members an opportunity to look beyond what they have learned in medical school, revisit standards of treatment for kidney diseases, and update them on the latest technologies in renal care.
Dr. Peter Gerard Kerr delivered a message in behalf of the International Society of Nephrology-Commission on the Global Advancement of Nephrology, whose task is focused on the prevention of kidney diseases around the world through continuous enhancement of knowledge, education, research, and clinical practice.
During the convention, the PSN gave special awards to three nephrologists: the presidential service award to Ma. Lorna Wong for her exceptionally dedicated and committed service, the medical-education award to Florencio Pine for his dedication to teaching, and the A-One award to Joel Elises for his exemplary achievements in nephrology, genuine contributions to enhance renal education and research, and unwavering commitment to promote the growth and welfare of the PSN.
New associates, diplomates, fellows, and honorary fellows were also inducted into the society.
M M. Aban
PRA tackles controversies in meet
Rheumatologists from all over the country gathered at the Pryce Plaza Hotel in Cagayan de Oro on January 25 to 27 for the 14th annual convention of the Philippine Rheumatology Association. This year's theme, Concerns on Concepts and Controversies, attempted to "bridge the gap between the truth and what we hear," explained Dr. Stella Ma. Cortes-Fabia, chair of the organizing committee.
The meeting kicked off with the Golf for a Cause at the Del Monte Golf Course, followed by two workshops. Doctors put on their dancing shoes and stretched their vocal cords during the opening ceremonies and fellowship night at the Pryce Plaza ballroom.
Among the highlights of the convention were two lectures by rheumatologist Muhammad Asim Khan. Afflicted with ankylosing spondylitis (AS) himself, he presented the latest concepts in AS pathogenesis and diagnosis and discussed early therapeutic intervention in rheumatoid arthritis. "Patient education is an important part of treatment of chronic diseases, including rheumatic diseases," said the professor of medicine at the Case Western Reserve University in Cleveland, Ohio.
Aside from the other lectures ranging from arthritis in a child to conditions commonly seen in the elderly such as osteoporosis and osteoarthritis, Fr. Asandas Bal-chand delivered the inspirational talk written by Fr. Jose Ramon Villarin, president of Xavier University (Ateneo de Cagayan). The talk focused on pain and the rheumatologist's role in relieving it. "Your medical work is not just a profession. It is a vocation," Villarin wrote.
M Carisa Paraz, MD
HSP meeting set August 3 to 4
Meanwhile, the HSP will hold its inaugural convention on August 3 to 4 at the Crowne Plaza Hotel. The HSP aims to get top-notch liver experts from across the Asian region to share their expertise on the liver. "It will be solely a liver meeting," said Dr. Erlinda Valdellon, HSP president. "We will have talks on hepatitis B, hepatitis C, liver cancer and now the emerging fatty liver-nonalcoholic and alcoholic."
For more information about the convention, contact the HSP secretariat (+63-2-9283768, +63-2-9287014, secretariat@liverphil.org) or visit its web site (www.liverphil.org). The HSP holds office at Suite 419-420, Prince David Condominium, Katipunan Avenue, Loyola Heights, Quezon City.
M Carisa Paraz, MD
Healthy Heart Cookfest extended
The Philippine Heart Association (PHA) has made its "Healthy Heart Cookfest" open to all cooking enthusiasts regardless of gender and age, and extended the deadline for submission of entries to May 2. Prejudging will be held on May 5 at the PHA Heart House, President Tower, Timog Avenue, Quezon City; the orientation on May 11; the actual cookfest on May 15; and the awarding on May 18.
Participants should submit a one-dish meal (viand) or a main dish and vegetable dish for a family of six within a working budget of PhP250 to PhP600. Only fresh ingredients, no processed seasoning or prepared mixes, are allowed.
The recipe should be brief and concise, describing the dishes and the cooking methods used, listing all ingredients according to order of use expressed in household measure, and indicating specifications (e.g. type, kind, variety, cut, market from, can size). Steps should be in paragraph form, according to sequence. Procedure should be simple, indicating exact cooking temperature and time. Recipe should include the approximate total and size and number of servings.
Entries will be graded 30 percent for overall acceptability (color/appearance, flavor, texture or consistency, general appeal and acceptability); 30 percent for ingredients/foods representing groups in the Filipino Food Pyramid Guide; 10 percent for originality (creativity/uniqueness of the recipe), 10 percent for cost/economy, availability of added ingredients, ease of preparation; 10 percent for time management; and 10 percent for presentation.
All participants will be given certificates of recognition and winners will receive PhP25,000 Robinson's gift certificates for first prize, PhP20,000 for second, and P15,000 for third.
Dr. Saturnino Javier, PHA director and chair of the advocacy committee, said the contest seeks to empower family members to be passionate advocates of healthy eating and influence people to eat heart-friendly foods.
"Whether you are a gourmet or an ordinary cook, you should be able to dish out a well-balanced one-dish meal even on a tight budget. The challenge we give the contestants is to be able to make do with PhP250 to PhP500," said committee cochair Dr. Erlyn Demerre.
A component of the lay-advocacy projects of the PHA, Healthy Heart Cookfest-is sponsored by Robinson's Supermarket. Winning entries last year and this year will be compiled into a Healthy Heart Cookbook.
Jennilyn Teves, Robinson's Supermarket marketing services manager said that Robinson's healthy-store concept suits well with the "diet" aspect of the PHA's Healthy Lifestyle campaign.
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Lay forum empowers patients
There is a growing need for public awareness on the different digestive ailments to correct misconceptions that often cause many people suffering from digestive disorders, particularly liver diseases, to feel depressed and hopeless.
Three groups-the Philippine Society of Gastroenterology (PSG), the Philippine Society of Digestive Endoscopy (PSDE), and the Hepatology Society of the Philippines (HSP)-have initiated the move to educate the public on the common digestive and liver illnesses that afflict some 30 to 40 percent of the population.
Through proper education and awareness, the three societies hope to empower people so that they will know how to avoid these diseases, go through screening to detect diseases early, and seek proper treatment when they get sick.
Thus, the holding of the lay forum Tyan-katutak na Istorya: Talakayan Patungo sa Atay, Sikmura, at Bituka, an advocacy program to drum up awareness about digestive diseases and educate the public about them, at the SM Megatrade Hall on March 11 to kick off the observance of the Digestive Health Week.
The speakers included Dr. Ernesto Que, PSG president; Dr. Jaime Ignacio, PSG vice president and chair of the Digestive Health Week; and Dr. Luis Abola, PSDE president.
Among the diseases tackled were liver and colon cancer. Doctors lamented that many cases are detected when they are already at a late stage, which should no longer happen because existing medical knowledge and diagnostic procedures are able to detect these cancers in their early stages-if only patients would have themselves screened properly.
Liver cancer is the second leading cause of cancer deaths in the country. Most of the cases are caused by hepatitis-B-virus infection, which is preventable with vaccination and appropriate lifestyle. Doctors emphasized that screening for hepatitis-B infection will make it possible to treat the infection early and prevent it from progressing to cirrhosis or cancer.
Meanwhile, doctors also warned of the growing incidence of fatty-liver disease, which has been linked with several risk factors, including, lately, obesity. Obesity has already been known to be associated with diabetes, hypertension, lipid disorders, and cardiovascular diseases. Lately, it has also been linked to fatty-liver disease, which is the accumulation of excess fats in the liver. Excessive alcohol intake and infection with the hepatitis virus are also known causes.
Though initially it may have no symptoms, severe fatty-liver disease may lead to cirrhosis and liver cancer. Prevention and management consist of proper diet, regular exercise, and control of blood-sugar and lipid levels for diabetic patients.
M Tracy Cabrera
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