Encouraging early treatment of suspected heart attack: it's OK to call 000.

The task of improving community recognition of the symptoms of a possible heart attack and triggering early action, even with intense media campaigns, has proved to be far more challenging than imagined by early researchers and heart health advocates. International experience was reflected in the early Australian campaigns.A systematic reviewof these campaigns concluded in 2007 that factand information-based campaigns would continue to be ineffective, and that a new approach was required. Better appreciation of the signs and symptoms of heart attack and amore sophisticated understanding of the psychological barriers to action were needed to underpin future campaigns. Lessons from behavioural research indicated that the decision to act can be complex, and that a friend, family member or workmate may be more pro-active than the patient themselves in initiating action to call for an ambulance.