Latest news with #AHA
Campaign ME
4 hours ago
- Entertainment
- Campaign ME
Enchanteur enchants with elegance in latest TVC
Enchanteur, a French-inspired fragrance from the house of Wipro Yardley, has launched a campaign for its perfumed body lotion. Set in France, the campaign tells the story of a chance encounter between a woman and a man in an elevator. Captivated by her scent, he clings to the only thing she leaves behind – a scarf dropped in haste as the doors close behind her. The two cross paths again at a martial arts class, and because of the woman's well-moisturised skin, the man loses the match. The pair is then seen reunited with a backdrop of the iconic Eiffel Tower, where the male lead returns the scarf. Creative agency AHA said it developed the campaign to tell a story of quiet strength and elegant resolve – qualities Enchanteur says define both the product and the woman it's made for. 'With this campaign, we set out to create more than just a visual narrative. We wanted to build a character and a world that felt emotionally grounded and culturally resonant,' said Sushobhan Chowdhury, Founder & Creative Strategist, AHA. 'The fragrance became our metaphor for presence. Something that stays, moves with you, and leaves an impression,' Chowdhury added. To realise the story, the production team said it auditioned more than 40 women before casting the Italian-Brazilian lead, who trained in MMA choreography, to bring both physical authenticity and elegance to the screen. 'We brought together a global team across five countries to realise one idea with absolute clarity,' Chowdhury said. 'From scripting to set design to choreography, every frame was engineered to hold emotion, not just aesthetics. That is the kind of storytelling we believe in at AHA. It is intentional, human, and built to endure.' 'Our creative interactions with AHA and Wipro along with Martin ensured we got a good start on the prep,' echoed Kinjal Tanna, Producer, KKDD Films Dubai. Further commenting on the collaboration behind the campaign, Film Director Martin Arnaldo said: 'It's truly inspiring to see what can be achieved when a talented team comes together for the first time.' 'I extend my gratitude to KKDD Films for their initial approach and for championing my reel to our agency, AHA.,' he continued. 'Their seamless coordination, from the initial pitch all the way to the online delivery, was instrumental in threading everything together.' According to Arnaldo, the creating the campaign went smoothly, as the creative team at AHA were hands-on in helping fine-tune the directorial vision, which ensured a united front to the client. 'This allowed for a deeper understanding of the brand's positioning and how to beautifully align our vision with their identity in today's fast-changing world,' Arnaldo said. Finally, Arnaldo credited the campaign's success to 'thoughtful choices,' noting that the team prioritised certain elements – particularly crew selection and equipment – to maximise impact in today's budget-conscious industry. Credits: Client: Wipro Arabia Ltd – Enchanteur Agency: AHA Agency Founder: Sushobhan Chowdhury (S C) Production house: KKDD Film Production LLC Director : Martin Arnaldo D.O.P : Parrk Piriyapakdeekul Producer : Kinjal Jagdish Tanna Service Production : Benetone Films – Kulthep Narula (Thailand) Associate Producer : Ankush Tandon First A.D. : Kevin Thomson Offline edit : Utsav Bhagat Colorist : Blanca Monagas (Spain) Online : Abhishek (Famous Studios) Online Editor : Pinkesh Surtani Sound Engineer : Cmith Sarkar
New York Post
4 days ago
- Health
- New York Post
‘I'm a cardiologist – here's how the summer heat could damage your heart'
Extreme summer heat can weigh heavily on the body and mind. Skyrocketing temperatures can have a severe impact on heart health in particular — especially for people with pre-existing conditions. Adedapo Iluyomade, M.D., a cardiologist with Miami Cardiac & Vascular Institute, part of Baptist Health South Florida, noted that hot weather causes the heart to work harder. 'When our bodies heat up, blood vessels near the skin widen and send more blood outward to help cool us down,' he said in an interview with Fox News Digital. 'To keep blood pressure steady, the heart speeds up and works harder, raising its oxygen demand.' Heat puts extra strain on the heart and can cause dehydration or blood-thickening, which may trigger symptoms or events, according to Iluyomade. The cardiologist referenced a recent analysis of more than 6,000 heat exposure cases, which found that 'even small rises' in core temperature can increase heart rates by nearly 30 beats per minute. 3 Heat puts extra strain on the heart and can cause dehydration or blood-thickening. dragonstock – 'Studies show that each 1 °C rise in temperature raises cardiovascular death risk by roughly 2%, and heat waves markedly increase the chance of heart attacks, heart failure and irregular rhythms,' he said. '[It's] enough to cause silent heart attacks in people with pre-existing coronary artery disease.' Some heart medications can also 'exaggerate' how the body responds to heat, according to the American Heart Association (AHA). For those who are living with heart conditions — such as coronary artery disease, heart failure, high blood pressure or arrhythmias — Iluyomade recommends taking precautions during the summer months. 3 According to the analysis, small rises in core temperature can increase heart rates by nearly 30 beats per minute. LIGHTFIELD STUDIOS – To avoid a cardiac event, it's best to avoid going outside during the hottest part of the day, to stay hydrated (including electrolytes), and to stay in cool, shaded areas, the cardiologist said. Even people who do not have existing heart problems should pay attention to warning signs of heat-related cardiac stress. 'Watch for concerning signs like chest tightness, increasing shortness of breath, racing heart, leg swelling or feelings of faintness,' Iluyomade advised. 3 Some heart medications can also 'exaggerate' how the body responds to heat, according to the AHA. pixelheadphoto – Other red flags can include unusual feelings of fatigue, a sense of the heart pounding even during periods of rest, dizziness, nausea or confusion. '[It's] enough to cause silent heart attacks in people with pre-existing coronary artery disease.' The AHA also notes additional signs of heat stroke, including high body temperature (103 degrees Fahrenheit or higher) and hot, red, dry or damp skin. Iluyomade concluded, 'Keep hydrated, take breaks in air-conditioned or shaded spots, avoid heavy effort during midday hours, and wear light, breathable clothing to help your heart manage summer heat.'
Time of India
4 days ago
- Health
- Time of India
This blood test can predict heart attack risk, and it's not cholesterol
While cholesterol levels are commonly used to assess heart disease risk, research shows that another blood marker—high-sensitivity C-reactive protein (hs-CRP)—may offer even more powerful insight, particularly when it comes to predicting heart attacks caused by silent inflammation. Heart attack risk and why the hs-CRP test helps predict it early C-reactive protein (CRP) is a substance produced by the liver in response to inflammation in the body. The high-sensitivity CRP (hs-CRP) test measures very low levels of CRP, helping detect chronic inflammation that may not cause obvious symptoms. Inflammation plays a central role in the development of atherosclerosis—a condition in which arteries become narrowed or blocked due to plaque buildup—raising the risk of heart attacks and strokes. According to the American Heart Association (AHA), individuals with elevated hs-CRP levels, even if their cholesterol appears normal, may still face significantly higher cardiovascular risk. Study confirms: hs-CRP predicts heart attack risk A major study called the JUPITER trial , published in the New England Journal of Medicine in 2008, provided strong evidence that measuring hs-CRP levels can help identify people at risk for heart attacks—even if their cholesterol is normal. In this large-scale study involving over 17,000 participants with normal LDL cholesterol but elevated hs-CRP levels, researchers found that treatment with a statin (rosuvastatin) cut the risk of heart attack by 54% and stroke by 48% compared to placebo. This demonstrated that inflammation—not just cholesterol—plays a critical role in cardiovascular risk. Interpreting hs-CRP levels and heart attack risk categories According to guidelines, hs-CRP levels fall into three major risk categories: <1.0 mg/L – Low cardiovascular risk 1.0–3.0 mg/L – Moderate risk >3.0 mg/L – High risk Even in the absence of high LDL cholesterol, values above 3.0 mg/L suggest a greater likelihood of vascular inflammation and arterial damage. How to lower hs-CRP and reduce heart risk Several lifestyle and medical interventions can help reduce hs-CRP levels: Adopt an anti-inflammatory diet (rich in fruits, vegetables, whole grains, and omega-3s) Exercise regularly (150+ minutes/week of moderate activity) Quit smoking Maintain a healthy weight Consider statin therapy if advised by a physician—particularly if both cholesterol and CRP are high Statins have been shown not only to lower LDL cholesterol but also to reduce inflammation markers like hs-CRP, as highlighted in the JUPITER trial. Cholesterol is just one piece of the cardiovascular puzzle. Measuring hs-CRP provides insight into hidden inflammation, helping to identify individuals at risk for heart disease—even if their standard lipid panel looks normal. For a more comprehensive cardiovascular assessment, ask your healthcare provider about getting an hs-CRP test alongside traditional cholesterol and Lipoprotein(a) testing. Also Read: Strength training for diabetes: How weight lifting helps manage type 2 diabetes
IOL News
5 days ago
- General
- IOL News
Whispers of valour: how John Dekhane revives WWII's silent heroes through storytelling
Through his work as a WWII tribute writer, Dekhane is turning forgotten names into living memories, inviting a new generation to pause, learn and reflect. Image: John Dekhane 'History is not just about dates and facts, it's about people, sacrifice and the stories we choose to remember.' For John Dekhane, a Paris-born sports professional now based in Monaco, this isn't just a belief. It's a calling, a deeply personal mission that's shaped his life, and, he hopes, the lives of his readers. Through his work as a WWII tribute writer, Dekhane is turning forgotten names into living memories, inviting a new generation to pause, learn, and reflect. 4 Dekhane's childhood wanderings through the streets of Paris, a city liberated by the bravery of soldiers worldwide, ignited his enduring fascination with World War II. 'Growing up in France, a country liberated by so many brave souls from the United States, Canada, South Africa, Australia, and Great Britain, ignited in me a deep respect for this pivotal chapter of our shared history,' Dekhane shares. Visits to WWII cemeteries left him awestruck by the cost of freedom. 'Seeing row after row of headstones made me realise the immense sacrifices made for us. It wasn't just history, it was personal,' he reflects, echoing findings from the American Historical Association, which stress the power of personal stories in connecting new generations to the past (AHA, 2022). Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Advertisement Next Stay Close ✕ Dekhane's journey from passionate observer to active participant began a decade ago. He started collecting WWII artefacts personal belongings of American soldiers found in Europe and donating them to museums across the US, Canada, and the UK. Image: Kendall Hoopes/pexels Turning passion into purpose, Dekhane's journey from observer to active participant began a decade ago. He started collecting WWII artefacts, personal belongings of American soldiers found in Europe, and donated them to museums across the US, Canada and the UK. Over 100 museums have since received these precious reminders of the past thanks to his efforts. But artefacts, Dekhane realised, are only part of the story. 'I felt the need to do more, so I began writing, determined to preserve the names and stories of fallen heroes before they faded into the archives,' he says. His heartfelt tributes have since appeared in global publications: "The Armenian Weekly" (Massachusetts), "The StarPhoenix" (Canada), "South London Press" (UK), "IOL" (South Africa), "Jersey City Times" (New Jersey), and more. Each piece is a carefully researched tapestry, weaving together facts, emotion, and the context of the communities these heroes once called home. In an age of social media overload and fleeting news cycles, why does memory matter? Psychologists and educators agree: personal narratives are the most effective way to make history stick. A 2020 study published in "Frontiers in Psychology" found that learning through narrative increases empathy and recall, especially among younger audiences (Green et al., 2020). For Dekhane, the mission is urgent. 'My only goal is to keep their memories alive so that, many years after I'm gone, their sacrifices aren't forgotten. Even if just one person remembers a forgotten hero, it's all worth it,' he shares, echoing experts who urge us to connect emotionally with the past (Dr. Anna Whitelock, Royal Holloway University). Recently, Dekhane's work spotlighted Lieutenant Clement Aldwyn Neville McGarr, a South African hero who served and fell during WWII. Over 334 000 South Africans fought for freedom; more than 11,000, including McGarr, never came home. 'McGarr's story stood out to me because, as a child, I was captivated by 'The Great Escape' and I later discovered he was part of that legendary event,' Dekhane says. Honouring McGarr in his hometown of Durban, through IOL, brought the story full circle. 'I'm sure McGarr would be proud to see his legacy celebrated in the city he loved most.' So, what drives this WWII writer to keep searching, writing, and sharing? 'It's the realisation that freedom, democracy, and justice are not abstract; they were paid for by individuals who gave everything for something larger than themselves,' he explains. My only goal is to keep their memories alive so that, many years after I'm gone, their sacrifices aren't forgotten- Dekhane Image: John M /pexels
Medscape
08-07-2025
- Health
- Medscape
Vaccination Added to Pillars of Heart Disease Prevention
Evidence that major communicable diseases, including influenza, pneumococcus, and COVID-19, can lead to cardiovascular disease has prompted the European Society of Cardiology (ESC) to issue a consensus statement calling for routine vaccinations as a part of managing cardiovascular risk. Beyond preventing complications of the target infectious diseases, 'vaccinations have profound effects on the CV [cardiovascular] risk and as such should be considered the fourth pillar of medical CV prevention besides antihypertensives, lipid-lowering drugs, and medications that treat diabetes,' the statement read. The idea is not entirely new. In 2021, the society issued guidelines for heart failure that recommended flu and pneumococcal vaccinations to prevent hospitalizations from heart failure. In the 2023 guidelines on acute coronary syndromes from the American Heart Association (AHA) and American College of Cardiology (ACC), annual vaccination against flu was recommended for patients with a chronic coronary disease 'to reduce cardiovascular morbidity, cardiovascular death, and all-cause death.' The new statement differs by reviewing the 'extent to which infectious diseases can trigger CV morbidity and mortality,' an area with an expanding amount of data to provide evidence-based recommendations, according to Thomas F. Lüscher, MD, one of the corresponding authors of the document. In supporting vaccination as a major tenet of prevention, the statement provides 'more visibility and much more in-depth evidence than has been the case in the guidelines,' said Lüscher, who is the current president of the ESC and a consultant cardiologist at the hospital associated with King's College and the Imperial College in London, England. Due to a substantial increase in research regarding a variety of vaccinations, such as those for SARS-CoV-2 and respiratory syncytial virus (RSV), the statement is timely, Lüscher said. So far, on the basis of 'reasonably solid evidence,' vaccinations for influenza, SARS-CoV-2, and pneumococcus can all be recommended for reducing the risk for CV events. Citing several mechanisms by which infectious diseases contribute to CV risk, such as increased oxygen consumption by the myocardium and upregulation of inflammatory pathways, Lüscher and his coauthors predicted vaccinations for other infectious diseases are likely to join the list recommended for risk reduction when more evidence accrues. The ongoing registry-based randomized DAN-RSV trial now underway in Denmark aims to enroll 130,000 people and may provide evidence for RSV in particular, he and his colleagues stated. Vaccines applied for general public health must show a favorable benefit-to-risk ratio to gain regulatory approval. For patients with comorbidities, the relative protection from an acute disease might be even greater, but the consensus statement makes clear people with coronary artery disease receive an additional health benefit from at least some of these vaccines through reduced CV risk. Major complications from immunizations occur in fewer than 10 per 100,000 patients for approved vaccines and are generally controlled with prompt treatment, according to the ESC statement, citing multiple studies. Milder adverse events, such as injection site reactions or transient flu-like symptoms, are tolerable and, again, are outweighed by reducing the risk for CV events, the document stated. Myocarditis has been reported as a rare reaction to the SARS-CoV-2 vaccine, but this complication appears to occur mainly in younger men, typically resolves spontaneously, and is rarely severe. In addition, the authors of the consensus statement noted the risk for myocarditis from untreated COVID-19 has been estimated to be sixfold higher than myocarditis related to vaccination. According to the consensus statement, the strongest evidence for a CV benefit has been generated from trials with influenza and pneumococcal vaccines. In the multicenter double-blind IAMI trial, for example, which randomly assigned patients after an acute myocardial infarction to influenza vaccine or placebo, immunization was associated with a 41% reduction ( P < .014) in the risk for CV death over 12 months of follow-up. In a meta-analysis of studies evaluating the pneumococcal polysaccharide vaccine, protection was associated with a 10% reduction (95% CI, 0.84-0.99) for any CV event, including acute myocardial infarction, for patients aged 65 years or older. Observational data support a CV benefit from the SARS-CoV-2 vaccine, but the rationale is mostly supported by the evidence of protection from severe COVID-19 and long COVID, according to the consensus statement. No comparable document from the AHA/ACC has so directly addressed the role of vaccinations in reducing CV risk, but an AHA spokesperson, Suzanne Grant, vice president for Media Relations & Issues Management (National), pointed out that the 2025 AHA/ACC guidelines for the management of acute coronary syndromes gave annual influenza vaccination a level 1A recommendation for the specific goal of reducing the risk for major CV events. Other infectious diseases do not appear in those guidelines; however, the AHA spokesperson noted the evidence makes clear 'infections can trigger or worsen CV events in people with existing heart disease' and, so, supported the premise that vaccinations, at least for influenza, should be administered specifically for cardiac risk reduction. Lüscher noted the ESC consensus statement is not a new set of guidelines but rather an intensive review of evidence to guide clinicians in regard to this area of risk management. The timing is based mainly on the growing accrual of new evidence, but Lüscher acknowledged a second rationale for surveying the evidence. 'Another aspect is the conspiracy theories on vaccination,' he said. 'Here, we provide solid evidence that vaccination is more than just prevention or reducing the severity of infection but, indeed, has long-term benefits.'
