Know What to Do: campaign to convince Canadians first aid training is a smart investment

    World First Aid Day marked with national street casualty campaign

    OTTAWA, Sept. 5 /CNW Telbec/ - Saturday, September 8, marks World First
Aid Day and the launch of an innovative "street casualty" public service
campaign designed to grab Canadians' attention about the importance of knowing
first aid and CPR. Taking immediate action and applying the appropriate
techniques during the first critical minutes after an emergency can make all
the difference in saving a life says Canadian Red Cross.
    The "Know What to Do" campaign, developed by Toronto's Downtown Partners,
features compelling life-size decals of a person in distress placed at the
bottom of a flight of stairs in select Cineplex theatres across Canada,
accompanied by information on the newly revised first aid training. Recent
revisions to the Canadian Red Cross First Aid & CPR program meet the new
cardiopulmonary resuscitation (CPR) standards based on international
    "This campaign is designed to bring to life the benefits of first aid
training and the recent changes made to the program," says Rick Caissie,
National Manager of First Aid. "The changes focus primarily on simplifying the
administration of CPR so that a person can provide the most effective and
efficient CPR and help increase survival rates. With fewer steps, people
trained in first aid who don't respond daily to emergencies will feel more
comfortable using the skills they've learned to take action to save a life."
    Program training changes were also made to the way people are taught to
deal with bleeding and the administration of epinephrine auto-injectors and

    The International Liaison Committee on Resuscitation (ILCOR), a committee
of nationally and internationally recognized experts in first aid and CPR from
a variety of disciplines and organizations, reviews scientific research and
develops consensus on CPR and emergency cardiovascular care (ECC). ILCOR
recently determined that changing the way CPR and first aid is administered
would save more lives. These recommendations have been reviewed and were
adopted in Canada in 2006.

    "From the moment ICLOR's recommendations were released, the Canadian Red
Cross has been working closely with its partners in Canada, including federal
and provincial regulators, to ensure the way we teach CPR and first aid
reflects the new understanding of first aid and resuscitation," says Caissie.
"With program revisions and a mandatory update of all our Instructors across
the country complete, we feel that World First Aid Day is an appropriate time
to highlight this significant worldwide shift in CPR and first aid, and remind
Canadians that CPR and first aid are critical, life-saving skills that are
easy to learn and to use."

    What's changed in how Canadians will learn and perform first aid?

    Red Cross training incorporates the latest standards including changes
    - The ratio of chest compressions to ventilations
    - How to ensure an open airway
    - Determining signs of circulation
    - Land-marking, or where a rescuer places his or her hands when
      performing compressions
    - How to administer an auto-injector and inhaler

    For more than 50 years, the Canadian Red Cross has reduced deaths and
suffering through its first aid training programs. Every year more than
300,000 Canadians take Red Cross first aid training and gain the knowledge,
confidence and skills to deal with emergency situations and prevent injuries.
Research shows that first aid training helps individuals become more aware of
potential dangers and reduce their risk of injury.
    The Red Cross is the largest provider of first aid training and education
in the world. World First Aid Day is celebrated around the globe each year by
member Societies of the International Red Cross and Red Crescent Movement to
promote the importance of first aid in saving lives and preventing injury.
    Learn more about Red Cross First Aid training and campaign locations
across the country at

    About Downtown Partners

    Helping clients solve problems through unconventional action. Based in
Toronto, Downtown Partners is an entrepreneurial agency recognized
internationally for its commitment to creative excellence. By being simple in
strategy and brilliant in execution, Downtown Partners passionately pursues
results with their clients.

For further information:

For further information: Media Relations Line, (613) 740-1994; Take
First Aid & CPR training and update your skills. Test your first aid knowledge
on-line and register for a chance to win a Family First Aid Kit.

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