Redhead wins CRY youth campaign

Cardiac Risk in the Young (CRY) has drafted in an agency to handle a media campaign around sudden death syndrome.

Redhead PR will position CRY as the leading opinion former and promoter of diagnosis and treatment in the field.

The campaign will target parents and those involved in youth sporting activities. It coincides with the first anniversary of Chapter Eight of the Coronary Heart Disease National Service Framework. 'Arrhythmias and Sudden Cardiac Death' aims to modernise treatment for the condition.

CRY was founded in 1995 to raise awareness of sudden death syndrome, an umbrella term for many different forms of cardiac arrest in young people.

Its patrons include former cricketer Ian Botham, rugby coach Rob Andrew and rower Sir Steven Redgrave, who early in his career lost 17-year-old crew mate Robert Hayley to cardiac arrest.

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