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on 2006/11/10 11:05:33
The stark reality is that if you are South Asian and living in the UK, you are 50 percent more likely to die from a heart attack than people of European origin.
One of the biggest causes is an unhealthy lifestyle, so targeting vital health messages to this high-risk, hard-to-reach community is key to reversing this worrying trend.
Now an accident and emergency doctor and part-time film maker has received an award for an all-singing, all-dancing innovation that is succeeding in educating her community to the perils of heart disease.
Dr Rumeena Gujral, with the support of the South Asian Health Foundation and Pfizer UK Foundation, has been awarded the Communication Award from the medical research charity, the BUPA Foundation, for her Bollywood-style comedy film 'Matters of the Heart' or 'Dil ki Baatein' in Hindi.
The film was inspired after her parents both suffered heart problems and has been screened in temples, mosques, gurudwaras, community centres and homes.
Dr Rumeena Gujral said: "Worryingly, most people in the South Asian community don't even realise they are at risk from heart disease. So the idea was to create health education that people would actually want to access - with Bollywood at the heart of so much of their lives what better way to reach them.
"And the response has been fantastic. People are now actually discussing heart disease, encouraging life-style changes which ultimately will save lives."
The vice-chairman of the BUPA Foundation, Dr Andrew Vallance-Owen said: "Engaging the South Asian community on the issues of heart disease is a huge challenge - but this incredible production answers the call. Combining health education and entertainment, Bollywood-style, is a rare achievement. 'Matters of the Heart' gets to the heart of the problem and is a very worthy winner of the BUPA Foundation Communication Award."
Dr Rumeena Gujral received her award at a ceremony at Lincoln 's Inn in London on the evening of 9 November 2006 .
source:clickwala
One of the biggest causes is an unhealthy lifestyle, so targeting vital health messages to this high-risk, hard-to-reach community is key to reversing this worrying trend.
Now an accident and emergency doctor and part-time film maker has received an award for an all-singing, all-dancing innovation that is succeeding in educating her community to the perils of heart disease.
Dr Rumeena Gujral, with the support of the South Asian Health Foundation and Pfizer UK Foundation, has been awarded the Communication Award from the medical research charity, the BUPA Foundation, for her Bollywood-style comedy film 'Matters of the Heart' or 'Dil ki Baatein' in Hindi.
The film was inspired after her parents both suffered heart problems and has been screened in temples, mosques, gurudwaras, community centres and homes.
Dr Rumeena Gujral said: "Worryingly, most people in the South Asian community don't even realise they are at risk from heart disease. So the idea was to create health education that people would actually want to access - with Bollywood at the heart of so much of their lives what better way to reach them.
"And the response has been fantastic. People are now actually discussing heart disease, encouraging life-style changes which ultimately will save lives."
The vice-chairman of the BUPA Foundation, Dr Andrew Vallance-Owen said: "Engaging the South Asian community on the issues of heart disease is a huge challenge - but this incredible production answers the call. Combining health education and entertainment, Bollywood-style, is a rare achievement. 'Matters of the Heart' gets to the heart of the problem and is a very worthy winner of the BUPA Foundation Communication Award."
Dr Rumeena Gujral received her award at a ceremony at Lincoln 's Inn in London on the evening of 9 November 2006 .
source:clickwala
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