PALM SPINGS, Calif., Dec, 13, 2024 — Cardiovascular disease (CVD) is the leading killer in the U.S., and at least 6 in 10 U.S. adults (61%), more than 184 million people, are expected to have some type of CVD by 2050, according to recent projections from the American Heart  Association.  That is why the Association is launching a new lifesaving public awareness campaign in the Coachella Valley to help residents reduce their risk for heart disease and stroke. Sponsored by Agua Caliente Band of Cahuilla Indians, Coachella Valley’s “Cherish Your Heartbeat” campaign will encourage everyone to take control of their heart health by learning their key health numbers and working with a health care professional to create a treatment plan.

“Knowledge is power, particularly when it comes to your health. If you know your risk for heart attack or stroke, you can take steps to reduce your risk,” said Pranav M. Patel, M.D., American Heart Association Orange County/Inland Empire Board President and Chief, Division of Cardiology, UC Irvine. “Start today by working with your health care team to understand your risk of developing cardiovascular disease and create a treatment plan that works for you.”

The “Cherish Your Heartbeat” campaign will include a year-around public awareness campaign to reach members of the Agua Caliente Band of Cahuilla Indians, as well as Coachella Valley residents starting with a six-week radio campaign airing PSAs during the holidays.

 “We are proud to support the American Heart Association and their Coachella Valley ‘Cherish Your Heartbeat’ campaign,” said Tribal Chairman Reid D. Milanovich of the Agua Caliente Band of Cahuilla Indians.

According to the Centers for Disease Control and Prevention (CDC), heart disease remains the leading cause of death among American adults, yet many risk factors can be prevented and treated. Health care professionals can test for risk factors like cholesterol, blood pressure and blood sugar, and help patients control or manage their risk for heart disease and stroke. Medication management and health screenings are effective tools in addressing cardiovascular disease risks, alongside establishing and maintaining healthy habits like a balanced diet, regular physical activity and reducing stress.

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About the American Heart Association

The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public’s health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for a century. During 2024 - our Centennial year - we celebrate our rich 100-year history and accomplishments. As we forge ahead into our second century of bold discovery and impact our vision is to advance health and hope for everyone, everywhere. Connect with us on heart.orgFacebookX or by calling 1-800-AHA-USA1.  

For Media Inquiries:

Daniel Ruacho, daniel.ruacho@heart.org or 480-773-2355