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PR and Med Ed news in brief

Our weekly round-up of news affecting the industry.

Watch your waistline

Waist measurements are proving to be the most accurate indicator of cardiovascular and metabolic disease, including diabetes according to new data. The link between large waist circumference and metabolic diseases such as diabetes was reinforced at the American Diabetes Association meeting. Experts and patient groups in the UK are now calling for greater awareness of the health risks posed by a large waist. Diabetes UK is keen to hammer home the importance of watching your waistline because of the ìshocking increase in the number of people in the UK suffering from the conditionî.

Men in particular need to be more aware of their body shape, according to the Men's Health Forum, which has launched a call to action entitled Hazardous Waist. ìIt is a popular assumption that weight loss is predominantly a female concern and therefore men are missing out on vitally important education about abdominal obesity related to conditions,î says Dr Ian Banks, president of the Men's Health Forum.

Recorder breaker

People from 59 countries have joined forces to create a record-breaking Chinese whisper chain to raise awareness of lymphoma. With more than 746 people taking part in the event, the Guinness World Record of the largest Chinese whisper chain, which previously stood at 718, was smashed. More than 360,000 people worldwide are diagnosed with lymphoma each year, with a new case reported every nine minutes, according to research. Nevertheless, awareness is still low and symptoms are difficult to identify. The world record attempt, sponsored by Roche, coincided with the 9th International Conference of Malignant Lymphoma (ICML).

High achievers

Fleishmann-Hillard Healthcare and Chandler Chicco Agency (CCA) came away from the European Superior Achievement in Branding and Reputation (Sabre) Awards as winners. This is the first time the awards, which have been running in the US for the last five years, have been held in Europe. On the night, Fleishmann-Hillard picked up two gold awards for Best Multi Country Programme 2004 and Best Charity and Not-for-Profit Programme 2004 for its Shape Heart Failure Awareness campaign.

CAA won the pharmaceutical sector award for promoting the ATAC breast cancer trial data surrounding Arimidex. The awards attracted around 500 entries from 21 countries in Europe, the Middle East and Africa, and the winners in each category beat an average of 15 to 20 competitors to take home the first place trophy.

2nd September 2008


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