CPR Guidelines May Lower Out-of-Hospital Death Rate

When implemented, the American Heart Association's 2005 guidelines on cardiopulmonary resuscitation (CPR) can dramatically boost survival rates among people being treated outside a hospital setting, according to an expert report. A case report on the effectiveness of the new guidelines is scheduled to be presented Saturday at the AHA's annual meeting in Chicago by Dr. Michael Dailey, an associate professor of emergency medicine at Albany Medical College. Dailey also serves as medical director of emergency medical services (EMS) for the town of Colonie, N.Y., population 80,000. He said that local implementation of the AHA directives beginning in 2006 translated into a quadrupling of survival rates in his community over a three-year period.

Adoption of the guidelines took many forms, including the expansion of CPR training along the lines of the AHA's "CPR Anytime" format. Since 2005, about 200 Colonie residents a year have been trained in CPR, Dailey said. In addition, the town has embraced other AHA suggestions, such as the use of impedance threshold devices, faster deployment of mechanical CPR devices, bringing down emergency response times by upwards of a full minute, a commitment to performing two minutes of CPR before applying defibrillation, and favoring a period of high quality CPR prior to application of advanced airway placement and IV access. Also, as of 2009, once in the hospital, resuscitated patients in comas have received therapeutic hypothermia, he added. Since 2005, Colonie has also opened three Level One cardiac arrest centers.

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'Stop Smoking' Ads That Target Emotions Seem to Work Best

Television ads that encourage people to quit smoking are most effective when they use a "why to quit" strategy that includes either graphic images or personal testimonials, a new study suggests. The three most common broad themes used in smoking cessation campaigns are why to quit, how to quit and anti-tobacco industry, according to scientists at RTI International, a research institute. The study authors examined how smokers responded to and reacted to TV ads with different themes. They also looked at the impact that certain characteristics such as cigarette consumption, desire to quit, and past quit attempts had on smokers' responses to the different types of ads.

"While there is considerable variation in the specific execution of these broad themes, ads using the 'why to quit' strategy with graphic images or personal testimonials that evoke specific emotional responses were perceived as more effective than the other ad categories," lead author Kevin Davis, a senior research health economist in RTI's Public Health Policy Research Program, said in an institute news release. Davis and his colleagues also found that those who had less desire to quit and those who had not tried quitting in the past year had significantly less favorable responses to all types of smoking cessation ads. The same was true, to a lesser extent, for smokers with high levels of cigarette consumption.

"These findings suggest that smokers clearly differ in their reactions to cessation-focused advertising based on their individual desire to quit, prior experience with quit attempts and, to a lesser degree, cigarette consumption. These are important considerations for campaign creators, designers and media planners," Davis said. The study, published online in the journal Tobacco Control, used data from 7,060 adult smokers in New York State who took part in an online survey. On Wednesday, the U.S. Food and Drug Administration announced a new "comprehensive tobacco control strategy" that would include not only graphic photos on packs of cigarettes, but bold statements such as "Smoking Will Kill You."

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