Russia, social marketing

The burden of cardiovascular disease in Russia

The Russian Federation has one of the world's highest rates of death and disability from cardiovascular disease (CVD). Cardiovascular disease is responsible for 55% of all deaths there, and for over 30% of deaths under the age of 65. This is attributed largely to lifestyle determinants.

The World Heart Federation, in partnership with the Russian Society of Cardiology, carried out a social marketing pilot project in the central Russian city of Ekaterinburg. The project aimed to increase awareness of and change attitudes about cardiovascular disease risk factors. It also sought to involve more health professionals in cardiovascular disease prevention and to encourage them to counsel patients on heart-healthy lifestyle.

Baseline Survey showed gaps in understanding of cardiovascular risk

A baseline survey was conducted in Ekaterinberg and the control city of Samara. The results showed that:

• Cardiovascular disease was a primary concern for the better-educated and those over 45 years, but the younger population was less aware of cardiovascular risk factors and how to decrease them.
• Overweight, smoking, physical inactivity were perceived as important risk factors for cardiovascular disease, but poor nutrition, alcohol abuse and stress were not seen as direct risks.
• There was a significant gap between knowledge and actual behaviour.
• Doctors gave little counselling on lifestyle.

"Keep Your Heart Healthy!” campaign  

The campaign, launched on 20 September 2004, included a three-day “Health School for Journalists”, training for doctors, who gave lectures on CVD risk in public places, and involvement of local VIPs and famous people.  Over 5,200 people had their blood pressure, cholesterol and BMI measured in shopping centres, factories, the university and public administration buildings. Seminars were organized on smoking cessation and school sessions urged children to resist peer pressure to smoke or abuse alcohol. More than 185 features related to the campaign appeared on television, radio and in the written press during the first six weeks alone.

Campaign results

In mid-December, an endline survey was carried out both in Ekaterinburg and at the control site to assess the impact of the campaign and detailed analysis of the results is underway. Initial observations show that:

• 44% of the respondents recalled one or more elements of the campaign and of them; 77% of them felt it was good.
• Those who recalled the campaign understood its main messages: 61% of them intended to adopt healthier lifestyles and 20% said that they had already made changes for the better.
• The understanding of cardiovascular disease and hypertension as a risk factor had increased (+4% and +6% respectively) among all the respondents.
• Doctors had begun giving significantly more advice to patients about salt consumption, but not about tobacco use or weight management.
• The campaign had little impact on understanding of nutrition.

It is hoped that study results will help partners build on campaign methodology and lessons learned to strengthen prevention of CVD in Ekaterinberg and elsewhere in Russia.