KIT CONTENTS

 

This year’s National High

Blood Pressure Month Kit con-

tains a wealth of information
on ways people with high
blood pressure (HBP) can con-
trol the disease and reap the
rewards. The kit is divided
into three parts.

PART ONE Yr

Part one, contained in the fol-

lowing pages, provides sugges-

tions for planning your
National HBP Month activi-
ties. Also included are tips for
working with the media,
methods of evaluating HBP
Month activities, ways to con-
tinue HBP control efforts year
round, and a list of additional
resources.

 

PART TWO

Part two, located in the front
pocket of the kit, contains the

following items that can be re-

produced to ensure an imme-
diate supply of patient,
professional, and consumer
materials for your activities.

Fact Sheets

@ Handouts for Patients,
Consumers, and Health
Practitioners

@ Media Materials

@ Supplementary Materials

PART THREE

Part three, located in the back
of the kit, contains reproducible
artwork for use in newsletters,
etc., and an evaluation and order
form for evaluating this year’s
kit and ordering free materials
from the National High Blood
Pressure Education Program.
INTRODUCTION

 

 
 
  
  
 
   

he theme for 1986 Na-
tional High Blood
Pressure Month
is “Treat Yourself
to Life” The contents
of this kit are intended
for use with hypertensive
patients and suggest that a
healthy and longer life is one
of the rewards of adhering to
treatment. This year’s kit con-
tains information and mate-
rials on actions hypertensives
can take to control their high
blood pressure (HBP) and reap
the rewards. Community pro-
grams and health professionals
can expect many benefits from
participating in 1986 HBP
Month, such as:

Improving visibility for your
HBP control program.

# Generating new ideas and
revitalizing your program
activities.

@ Mobilizing local resources
such as industry and volun-
tary groups to help in the
effort to control HBP

@ Developing new working re-
lationships with other orga-
nizations to offer special
HBP activities and events in
May.

By participating in HBP
Month, you are joining thou:
sands of others who make a
special effort each year in May
to emphasize HBP control.
May 1986 is the 12th National
HBP Month. This annual
event, sponsored by the Na-
tional High Blood Pressure Ed-
ucation Program (NHBPEP}
Coordinating Committee, is a
broad-based effort of a large
number and variety of organi-
zations across the Nation. The
scope of HBP Month expands
every year, with more than
200 separate organizations
and more than 900 of their of
fices now participating. These
organizations join you this
year in focusing the attention
of the public, health care pro-
fessionals, and patients and
their families on the rewards
of high blood pressure control.

 

   
HOW TO USE THIS KIT

 

 
 
 
 
 
  

he 1986 National High
Blood Pressure
Month kit em-
phasizes rewards
of promoting and par
ticipating in HBP con-
trol in your community.
The following pages provide
helpful hints on how to plan,
implement, and evaluate your
HBP Month activities. Sugges-
tions for different types of ac-
tivities are included, all of
which are intended to help
you be creative. Tailor our sug:
gestions to your environment,
or use them to generate your
own ideas. (And let us know
how they work!)

This year’s kit also contains
supportive materials, each re-
quiring additional action by
users. For example, most HBP
Month kit materials are re-
producible. By reprinting these
materials yourself, you will
have a ready supply of easy-to-
use professional, patient, and
consumer publications to start
your activities immediately.
These materials are bound into
a separate booklet located in
the front pocket of the kit.

These materials are only the
beginning. The most impor
tant ingredients in HBP Month
are you, your community, and
your commitment to HBP con-
trol in May and all year long.

 

 

 

“Oe
YEAR-ROUND ACTIVITIES

 

 
 
  
  
    

ontrolling HBP is a
yearround effort.
Many events can
be arranged to
raise HBP awareness
during May, but activi
ties that continue the mo-
mentum can be scheduled dur
ing the other 11 months. Sug
gestions for activities include:

@ Organizing a self-help group
for hypertensives who will
share ideas about changing
their lifestyles.

# Finding health professionals
to write newspaper or jour
nal articles or to answer
questions from readers ina
regular column.

# Writing a message about
HBP and having it printed
on bookmarks or bumper
stickers.

@ Asking a local grocery to
sponsor a blood pressure
screening program. Provide
volunteers to assist in read
ing and interpreting food la-
bels for interested
customers.

# Making certain people in
your community know
where they can get their
blood pressure measured
and how they can take their
own blood pressure and
that of others.

@ Locating or starting an inter:
generational program where
young people and senior cit-
izens can work together and
assist with blood pressure
monitoring.

@ Obtaining an adequate sup-
ply of publications and
posters from the NHBPEP
and other organizations.
Find new places to make
these materials available to
the public. Be sure that
these items are available in
quantity for large, public
events.

Know the people and orga-
nizations involved in HBP ac
tivities. Keep the lines of
communication open, and ex
pand your network to help hy-
pertensives stay on their
treatment.

 

 

   
EVALUATION TECHNIQUES

 

   
    
   

eviewing the results of
previous HBP

Month efforts
can provide the
basis for objective
planning of new activi-
ties. Compare the results
of each activity with its orig-
inal intent, and determine the
effectiveness of each activity.
This ongoing process can pro-
vide further information for
continuously refining and im-
proving future efforts.

Identifying and
diagnosing problems

The initial response to HBP
Month activities may indicate
a need for modification or ad-
justment. Be flexible. For ex-
ample, low rates of success in
finding undiagnosed hyperten-
sives may indicate that screen-
ing sites or promotion
strategies should be changed
to match the target
population.

Selecting effective
activities

When decisions are made to
repeat certain HBP activities,
those that were most effective
and best received by the spe-
cific target audience are usu-
ally at the top of the list. By
carefully observing the ele-
ments that contributed to the
success of a given activity, pro-
gram administrators often can
improve less effective HBP ac-
tivities and advise other com-
munity groups that are
planning similar projects.

 

Fel

 

Evaluating educational
efforts

The effects of educational
efforts, such as patient or con-
sumer HBP education classes,
may not be as easy to measure
as some other activities. How-
ever, you can still learn from
them and improve future edu-
cational efforts. For example,
give the participants a simple
question-and-answer quiz be-
fore and after the class to de-
termine their understanding of
the material presented. Pay at-
tention to informal feedback
from participants and staff to
gain information about how
your activities are received.

Gaining and
maintaining support

You can use information col-
lected on the effectiveness and
usefulness of your activities to
demonstrate your progress and
accomplishments to funding
sources, consumers, business
leaders, and other program
constituents. You may gain ad-
ditional support and funding
for your activities by present:
ing evaluation information in a
written or oral report to these
groups.

Cooperating with others

Lessons learned about local re-
sponse to activities or prob-
lems in service delivery can
and should be shared with
other organizations working
in your community. Coopera-
tion with other local groups
improves areawide HBP con-
trol and prevents duplication
of effort.

In summary, the evaluation
information gained from your
HBP activities will enhance
the quality of your decisions
about future projects. Learning
from the results of past proj-
ects allows you to improve
your procedures, allocate re-
sources more effectively, work
more efficiently with local or
ganizations, and increase your
credibility in the community.
For more information on eval

uation, a new guide entitled
Measuring Progress in HBP
Control: An Evaluation Hand-
book is available from the
NHBPEP (See the Evaluation
and Order Form in this kit for
ordering information.)

 
WORKING WITH THE MEDIA

 

 

 
  
 
  
 
 

he activities suggested
are important mech-
anisms for
spreading the word
about high blood
pressure control. How-
ever, interest and par
ticipation in your activities
will depend on how well you
publicize the events. By work
ing with your local media, you
can improve the effectiveness
of your program and increase
awareness of your organiza-
tion’s commitment to HBP
control.

The channels for publicizing
your message are often close at
hand, and spring is the ideal
time to approach the media
with HBP news. The following
tips will prove useful in work
ing with the media and gener
ating publicity for individual
activities and for your program
as a whole during May and
throughout the year.

  
 
 
 
 
 
 
  

4

Develop a Media List

The first step in any media
relations work is getting orga-
nized. Start by gathering a
comprehensive list of the me-
dia in your area, using the lo-
cal media directories in your
town’s library or personnel at
the local chamber of com-
merce for listings.

Organize your list by the
type of media — radio and tele-
vision stations, newspapers,
magazines, and community
newsletters. Note the address
and telephone number of each
entry, and list the specific pro-
ducers, editors, and reporters
by name, noting their spe-
cializations when possible. For
example, there may be health
and nutrition writers at your
local newspaper. If smaller
daily and weekly papers do
not have specific reporters as-
signed to cover these topics,
contact the assignment or city
editors. Other names impor
tant to note for broadcast me-
dia are those of public affairs,
public service, and news direc-
tors. Take the time to call each
publication and broadcast sta-
tion to determine the names of
these media contacts. Once
you have compiled a media
list, be sure to update it
periodically.

fos
we

Establishing your list of con-
tact names is only the first part
of the organizational process.
A comprehensive list indicates
almost at a glance the extent
to which the contacts can be
used in your media relations
efforts. Accomplishing this re-
quires noting details about
each contact and their pro-
gramming or editorial
requirements.

If broadcast stations air pub-
lic affairs programs, note
whether the shows are live or
taped, when they air, and if
they accept guests. If they
don’t accept guests, suggest a
call-in show on high blood
pressure. Be sure to inquire
about their public service an
nouncement (PSA) schedule,
and use the announcements
made available in the enclosed
media materials.

For publications on your
list, include copy deadlines,
publication dates, and spe-
cialized sections focusing on
health, food, or lifestyle. This
information will give direction
to your media efforts and will
enhance the coverage your
program receives.

 

 
——“ZrF-

Approach the Media

Your next step is the most
important aspect of media re-
lations. Members of the media
are generally very busy. They
will be more interested in your
information if you are brief, to
the point, and provide news of
interest to their readers. The
news releases included in this
kit are written so you can tai-
lor them to your local area.
Take advantage of the oppor
tunities of National High
Blood Pressure Month to gain
publicity for your program and
to increase community aware-
ness of new developments in
HBP control.

# Reproduce news releases or
PSAs on your organization's
stationery.

@ Follow the format indicated,
and make sure everything
you send out looks perfect.
Check for misspellings and
typos.

# Address all materials to the
specific names you compiled
through your directory re-
search and telephone calls.

@ Inciude relevant background
information if necessary to
communicate the complete
story.

# Allow four to seven days for
the materials to arrive, and
then call each person to
whom it was sent. Ask if
they received the informa-
tion. If they haven't, briefly
explain the gist of your
story. If they have, offer
your assistance in answer.
ing any questions they
might have.

 

% Highlight points that em-
phasize the importance of
this information to the
community.

Suggest an interview with a
local expert on high blood
pressure control, if
appropriate.

@ Thank contacts for their in-
terest and time, especially if
a story is aired or printed.

Schedule Talk Show
Placements

Television and radio talk
shows and public affairs pro-
grams are ideal channels for
creating awareness. Experts on
hypertension issues, orga-
nizers of special health events,
and nurses who monitor prog-
ress in hypertension control
are good examples of appropri-
ate guests. Approach program
producers with your ideas for
guests using these guidelines.

# Send a concise letter intro-
ducing your group,
spokesperson, and subject.

Call your contact to ensure
that he or she has received
the materials.

# Expand on the importance
of the issue to the com-
munity during your call.

@ Elaborate on your
spokesperson’s expert
knowledge of the subjects at
hand.

@ Ask if the producer has any
available time to interview
your spokesperson.

Confirm a date for airing or
taping.

# Thank your contact with a
note after the interview.

Arrange Public Access
Cable Programming

Cable television presents
unique opportunities for com-
munities outside larger media
market areas. Use of public ac-
cess stations is growing in
popularity as more and more
viewers tune in to special ca-
ble television programs. If you
are served by cable television,
consult a source such as your
local chamber of commerce to
determine who the cable fran-
chiser is in your area. Then
contact the operator to deter
mine if they provide com-
munity programming. If they
do, the operator can probably

help your group produce a pro-

gram, usually free of charge.
Operators may schedule a reg-
ular program on health issues,
for which your group can as-
sist with topic suggestions,
guest scheduling, etc.

Each of these media chan-
nels — publications, radio and
television stations, and cable
systems — can help you spread
the news about high blood
pressure control and upcom-
ing events. Follow these guide-
lines, and use the media
materials we have provided
with this kit. By working with
the media, you can make this
May the most successful Na-
tional HBP Month ever and
help people throughout your
community learn how to treat
themselves to life.

 
SUGGESTED ACTIVITIES

 

 

 
 
 
 
 
 
 
   
 

any of the activities
suggested in this kit
will be appropri-
ate for the follow:
ing audiences: health

ties, business and indus-

try, and community group pro-

grams. You and your organiza-
tion will want to select
activities that meet the needs
of the people you want to
reach. Projects should be prac-
tical and should directly serve
and affect your intended
audience.

Most of the suggestions in
this guide require advance
planning and thoughtful ex-
ecution. You will need time,
help, and commitment from

others to carry out your plans.

Most likely, you will begin by
thinking of many more ideas
than you can possibly accom-
plish. Limit your final choices
to those yielding the most re-
sults where you most need

them. A few well-planned proj-

ects will have the most im-
pact. Keep records of how you
organized your activities, and
document the results. This
will help you to repeat the
process and to tell others
about your success.

The following three catego-
ries constitute audiences for
your HBP Month activities.
Once reached, however, they
become potential partners in
your HBP control efforts.

Health Professionals
and Facilities

@ Schedule a forum during
HBP Month to present the

professionals and facili-

# Target special messages to

HBP patients encouraging
each to “Treat Yourself to
Life” by following their doc-
tors’ advice, taking their
prescribed medications, and
making healthy changes in
their lifestyles.

@ Develop a list of ongoing

community activities that
professionals can use to
help their HBP patients
with nonpharmacologic
approaches, e.g., classes on
smoking cessation, exercise
to lose weight, and cooking
with low or no salt.

@ Arrange for one or more re-

source persons (e.g., physi-
cian, nutritionist, patient
educator, nurse clinician,
pharmacist, or dietitian) to
speak to professional orga-
nizations about particular
aspects of HBP control.

# Arrange to show a film or

videotape addressing some
aspects of HBP control.

@ Place articles about high

blood pressure in local
health professional newslet-
ters and journals. Re-
member to include the
names of the participating
organizations and sponsor
ing individuals so that inter
ested readers can obtain
additional information.

@ Approach local radio or tele-

vision stations about airing
live, phone-in programs
where panels of medical ex-
perts can answer questions
from the audience about
HBP

Print articles in employee
newsletters.

# Display materials from the

HBP Month kit in the caf

eteria and hallways and on
bulletin boards where em-
ployees congregate.

# Post listings of times and

places where employees can
have their blood pressure
measured free of charge.

# Sponsor “brown bag” semi-

nars once a week during
May (or once a month all
year), and invite resource
persons to speak about diet,
exercise, and other aspects
of HBP control.

# Organize employee classes

in exercise, smoking cessa-
tion, or healthy cooking be-
fore and after work.

# Integrate your programs for

employees with other com-
munity resources. For ex-
ample, bring some of the
educational programs from
the American Heart Asso-
ciation and the American
Red Cross to the worksite.

# Make “heart healthy” foods

available in your cafeteria
and vending machines, and
provide printed information
or signs about their caloric
content.

# Work with county or local

medical societies to coordi-
nate a screening program
for employees to have their
blood pressure measured at
the worksite. Consult the
American Heart Association
about their “Heart at Work”
program.

HBP in the community. You
may be able to coordinate
this with other agencies,
hospitals, or community or
ganizations. Remember that
the more people involved in
this effort will result in
more hypertensives being
reached.

Schedule radio, television
(public, network, or cable},
or newspaper interviews for
community program leaders
or health professionals to
address the theme and goals
of 1986 HBP Month.

@ Hold a town meeting where
state officials, business lead-
ers, members of the medical
community, and consumers
can talk about 1986 HBP
Month.

@ Make educational materials
available at libraries, gro-
cery stores, church groups,
schools, etc.

# Find new ways to reach
high-risk individuals to see
if they are controlling their
HBP (e.g., truckstops, un-
employment offices, motor
vehicle administrations, fire
stations, barber shops,
church-sponsored screen-
ings, etc.}.

Other Groups

Other groups may want to
work with you on educational
activities during HBP Month
and throughout the year. You
may wish to contact other or
ganizations to join in your
HBP control efforts. Suggested
organizations, to name just a
few, include: civic groups,

latest guidelines for the di Business/industry

agnosis, treatment, and

community health centers, co

Community Groups ;
operative extension services,

# Reproduce materials from

prevention of HBP or to ad-
dress one or more major is-
sues facing professionals as
they work with treated
patients.

the HBP Month kit (e.g.,
payroll stuffer and pam-
phiets], and distribute them
as handouts to management
and/or employee groups.

Organize an open house or

other awareness activity to
focus on your organization's
effort to detect and control

health professional schools,
professional organizations,
rural organizations, churches,
and synagogues.
 
 
  
  
 
 
  

he theme for 1986 Na-
tional High Blood
Pressure Month,
“Treat Yourself to
Life?’ offers voluntary
agencies, health care
organizations, and other
groups the opportunity to
spread a positive message to
patients and the public about
the benefits of improving
health and lifestyle while con-
trojling high blood pressure.
The following planning tips
will help you communicate
this message to organizations
and individuals in your
community.

 

Know Your Network

Find out which groups in your
community are involved in
HBP control. Remember to sur
vey the public, private, and
voluntary sectors. List the
kinds of services they provide,
the populations they serve,
and any other important infor
mation you can obtain. This
first step may help to identify
potential collaborative efforts,

provide you with additional re-

sources, and eliminate duplica
tion of activities.

Cooperate and Coordinate
Reach out to meet and ex-
change ideas and program de
tails with these groups. In
doing so, you will set the foun
dation for working together
during HBP Month and,
ideally, all year long.

 

Focus Your Activities
Determine which activities
your program is able to offer to
meet the community's needs
and complement other HBP
control efforts. For example,
additional detection and refer
ral sites may be needed in
communities with significant
numbers of persons at high
risk for HBP (e.g., the elderly
and minorities). Carefully con-
sider those activities that are
manageable and practical and
can be completed in the avail
able time.

Plan Together

Together with other participat-
ing groups, agree on the most
useful activities for the identi-
fied target audience. Involve all
the participants in planning
and execution. Some activities
will require several months of
advance planning. You will
need to:

@ Schedule, recruit, orient,
and train volunteers needed
to staff classes, presenta-
tions, or detection activities.

@ Reproduce materials from
this HBP Month kit, order
ing additional materials well
in advance from the
NHBPEP and other sources,
and distribute them to stim-
ulate interest and inform
others.

 

@ Include HBP information in
regularly scheduled com
munications (e.g., mailings,
payroll checks, and insur
ance or utility bills} when
appropriate.

Call or visit editors and
writers of newspapers and
newsletters to place articles
from the kit. Find out pub
lication deadlines, and be
prepared to meet them.

@ Schedule radio, television,
and newspaper interviews
for resource persons to talk
about HBP Or provide live
announcer copy to selected
radio stations serving your
target audience.

Support treated hyperten-
sives all year in their effort
to make difficult lifestyle
changes. Changing lifestyle re-
mains the single greatest chal
lenge in HBP control today.

Use the “Treat Yourself to
Life” theme throughout the
year to draw public or media
attention to high blood pres-
sure control. The activities and
effort needed to increase the
number of hypertensives
reaching goal blood pressure
are needed all year

 
ADDITIONAL RESOURCES Zeer

 

Materials Available
From Other Sources

Patient and
Consumer Materials

Cooking Without your

Salt Shaker

(book, 145 pages, 1979)
Distinguishes between salt and
sodium. Suggests that reduc-
ing amount of sodium in
foods, changing kind of fat,
and decreasing amount of fat
and cholesterol in diet will
help reduce cardiovascular risk
factors, including high blood
pressure — a leading cause of
heart and kidney disease,
stroke, and heart attack. Con-
tains tested recipes for low-salt
and fat-modified appetizers,
entrees, desserts, and snacks.
Avallabiliry:

local and state affiliates
American Heart Association
Order no. 53-002-A

Cost information available
from local and state affiliates

hating for Your Health:

A Guide to Food for
Healthy Ltets

(pamphlet, 16 pages, 1984)
Utilizes color and large print
to provide information for el-
derly persons on reading food
labels, using unit pricing, and
keeping daily food charts.
Gives background information
for those on special diets {i.e.,
low-sodium, low-calorie, low-
fat, or low-sugar). Provides a
few recipes, and lists a num-
ber of additional resources for
information.

Availability:

American Association of
Retired Persons

1909 K Street, NW
Washington, D,C. 20049
(202) 728-4450

Free, single copies

fhe Facts About How to
Stay on your High blood
Pressure [reatment

(leaflet, 6 pages, 1980)
Answers questions about rela-
tionship between high blood
pressure and medication, salt,
diet, smoking, exercise, and
doctor’s appointments. Pro-
vides space to record high
blood pressure reading, name
of medication, and side effects
of medication.

Avaliability:
National Kidney Foundatio

of Iowa, Inc.

8611 Hickman Road

Des Moines, lowa 50322
(800) 532-1177 in lowa

(515) 276-3600 outside Iowa
Free, single copies; $8 per 100
copies

ffigh Blood Pressure

and tou

(pamphlet, 6 pages, 1979)
Defines high blood pressure,

essential and secondary hyper
tension, and some causes.

Briefly discusses general preva-

lence of high blood pressure,
complications that may occur
if left untreated, asymptomatic
nature, and medications and
some side effects. Lists steps
for hypertensive patients to
take.

Availability:

American Heart Association
Maryland Affiliate, Inc.

415 N. Charles Street

PO. Box 17025

Baltimore, Maryland 21203
(301) 685-7074

Free, limited quantities

 

Fotassium Food Sources

for People With High

Blood Pressure

(leaflet, 4 pages, 1983}
Discusses importance of po-
tassium to persons on high
blood pressure medication.
Lists foods high in potassium
and low in sodium that can be
included in well-balanced diet.
Includes number of servings,
amounts of potassium and so-
dium, and caloric content.
Provides four high-potassium,
low-sodium recipes.
Avallabiity:

Milwaukee Blood

Pressure Program

City of Milwaukee Health
Department

7630 West Mill Road,

Room 204

Milwaukee, Wisconsin 53218
(414) 353-1660

Free, up to five copies

Watch your Blood
/ ’rESSU re!

(booklet, 28 pages,
revised 1983}

Defines and describes blood
pressure; its variability; sys-
tolic and diastolic readings;
and essential, secondary, and
accelerating hypertension. Dis-
cusses asymptomatic nature of
high blood pressure; preva-
lence by age, sex, and race;

 

contributing factors; risk re-
duction; and methods of treat-
ment, including medications
and side effects, diet, and exer
cise. Stresses need to follow
treatment regimen, and pro-
vides patient guidelines for
high blood pressure control.
Ava ibis:

Public Affairs

Committee, Inc.

381 Park Avenue South

New York, New York 10016
(212) 683-4331

$1; bulk rates available

Mere f
OUTSERES ..

(leaflet, 4 pages, 1984)
Contains quotes from black
Americans encouraging read-
ers to take their blood pressure
medication every day, get their
blood pressure checked reg-
ularly, stay away from greasy
foods, go easy on salt, and stay
active.

Bhs oho or
daLIe Cale of

Avatllability.

American Heart Association of
Greater Miami

5220 Biscayne Boulevard
Miami, Florida 33137

(305) 751-1041

Free, single copies; $3.50 per
100 copies
 

Other Sources
of Information

The following resources
provide information services,
such as publications and refer
rals, to both consumers and
health professionals. Please
contact the organization
directly.

American tfleart
Assoclahion

local and state affiliates
Provides information and refer
ral services. Other community
service programs include: diet
and nutrition counseling;
blood pressure screening; CPR
training; smoking withdrawal
clinics; information on emer
gency medical services, stress-
testing facilities, and exercise
programs; and stroke rehabili-
tation programs.

Consumer Information
Center

Pueblo, Colorado 81009
(202) 566-1704

Distributes consumer publica-
tions on topics such as chil-
dren, food and nutrition,
health, and weight control.
The Consumer Information
Catalog is available free from
the center and must be used to
identify requested
publications.

food and Drug
Administration

Office of Consumer Affairs
Public Inquiries

5600 Fishers Lane (HFE-88)
Rockville, Maryland 20857
(301) 443 3170

Answers consumer inquiries
and serves as a clearinghouse
for its consumer publications
on a variety of topics including
vitamins, food additives, and
minerals.

National Health
Information Clearinghouse
PO. Box 1133

Washington, D.C. 20013-1133
(800) 336-4797 outside
Virginia

(703) 522-2590 in Virginia
Helps the public locate health
information through identifica-
tion of health information re-
sources and an inquiry and
referral system. Health ques-
tions are referred to appropri-
ate health resources that, in
turn, respond directly to
inquirers.