The British Heart Foundation has launched another marketing campaign specifically focusing on British Asians.

It concides with a new BHF survey revealing that four in five South Asians over 55 would not phone 999 first if they experienced central chest pain, even though they are one of the groups at highest risk of a heart attack.

It is part of the Doubt Kills campaign.

The two month campaign starts this week and the brief was awarded directly to the agency Media Reach by the British Heart Foundation, for the second year running.

Advertising will take place across 12 TV stations (including Zee TV, Prime TV and Channel S), 6 radio stations (including Sunrise Radio, Punjab Radio, Asian Sound) and 9 print outlets (including Surma, Garavi Gujarat and Daily Jang) to target Pakistani, Bangladeshi, Gujarati and Punjabi families.

According to the BHF survey, two thirds of South Asians over 55 could be using up vital life-saving minutes by preferring to phone their GP first (2). The main reasons for this are:

* two thirds (63 percent) see their GP as an expert
* a quarter (24 percent) don’t want an ambulance to come
* one in five (20 percent) want to speak to their GP in their own language

More info: bhf.org.uk/doubtkills

Media contact: Kiran Abdeen at Media Reach on 0207 751 3333 or kiran@mediareach.co.uk