UK targets S.Asians' high rate of heart attacks

LONDON, Dec 1 (Reuters) The high death rate from heart disease among South Asians in Britain could be slashed if people sought emergency treatment immediately they experienced chest pains, the British Heart Foundation (BHF) said.

South Asians in the UK have a 40-50 percent higher death rate from heart disease than the general population, according to the foundation's latest statistics released yesterday.

To counter the problem, the BHF launched a new phase of its ''Doubt Kills'' campaign specifically targeted at the Indian, Pakistani and Bangladeshi communities, urging people not to delay calling 999.

Evidence suggests people of all ethic groups in Britain take an average 90 minutes to call for emergency help.

The campaign will include TV and radio ads in Hindustani and Bengali and print adverts in Bengali, Urdu, Gujarati and Punjabi.

''Most people in the UK are not good at recognising when they are having a heart attack and taking swift action by calling 999, because they too often doubt the seriousness of the situation, or delay because they don't want to make a fuss,'' said Dr Sandy Gupta.

''From my experience, South Asians, particularly older people, can be even less willing to call 999,'' added the consultant cardiologist and chairman of the BHF's Strategy Committee on Cardiovascular Disease (CVD) in Ethnic Minorities.

A YouGov poll earlier this month found 64 per cent of all Britons experiencing heart attack symptoms would ring their partner, friend, relative, doctor or NHS Direct -- the National Health Service's telephone network -- rather than call an ambulance.

REUTERS AB ND0842