The American Heart Association and American Stroke Association are broadening their reach to the nation's largest growing demographic group, Hispanics, through "Es Por La Vida," the Spanish-language version of our newly launched "Life is Why" campaign.
The emotional rebranding is the first for the AHA/ASA in 80 years and is our sincere, concerted effort to connect directly with the Spanish-speaking public.
By understanding and honoring such Hispanic cultural values as personalismo, respeto and family ties, we expect Es Por La Vida will become a bridge between Hispanics in communities across the United States and the AHA/ASA.
Es Por La Vida will, first, create a bond with Hispanics and, then, increase interest in learning the scientific and medical facts of heart disease and stroke in Hispanics. More specifically, however, Es Por La Vida will also highlight that while the audience is Hispanics, we have varying backgrounds with different family histories, favorite foods, and risk factor profiles as well as different motivations and necessities when improving our health.
Es Por La Vida opens the door -- 'abre la puerta' -- to the rich content of AHA/ASA materials and other resources that can help teach about prevention, diagnosis, and treatment of cardiovascular diseases and stroke.
The AHA is the nation's oldest and largest voluntary health organization dedicated to fighting heart disease and stroke -- two of the leading causes of death in the United States and the world. The AHA fights these diseases through a wide variety of tactics. Es Por La Vida can be attached to every facet of our work.
Es Por La Vida - Life is Why -- we will encourage people to eat healthy foods and get more active to lead healthier lives.
Es Por La Vida - Life is Why -- we have funded more than $3.6 billion in heart disease and stroke research, more than any other organization outside the federal government.
Es Por La Vida - Life is Why -- we work to develop treatment guidelines that help healthcare providers follow scientifically proven treatment standards and achieve great outcomes.
Es Por La Vida - Life is Why -- we are the nation's leader in CPR training and science, and why the AHA has helped pass many laws and policies that have improved the public health. In fact, now that 17 states have passed laws requiring CPR as a high school graduation requirement, more than 1 million seniors will leave school every year with this lifesaving skill.
Overall, this is the essence of why our work is important. Your health -- your life -- is meaningful.
!Es Por La Vida!
Dr. Eduardo Sanchez is deputy chief medical officer at the American Heart Association.