DA NANG – The “Know Your Number” Campaign, part of a larger social marketing initiative
implemented by the Population Services International (PSI)/Vietnam to address the high rates of
undiagnosed hypertension among adult men and women over the age of forty (40), will be launched at
29/3 Park, Da Nang at 5.30pm, May 16, 2012.
With Mr. Le Huynh Duc – accomplished football coach – as a campaign spokesperson, this
campaign is designed to motivate men and women over 40 years of age to learn their blood pressure
number in order to meet their life goals. Mr. Duc explained, “I decided to join this campaign because
I was inspired by PSI’s commitment to improving the health of Vietnam’s low-income and vulnerable
communities and because I believe in the campaign’s potential to serve a major unmet health need by
motivating men to take care of their health.”
Stroke is a leading cause of death among men and women in Vietnam.
hypertension is correlated with high rates of stroke. Known commonly as a ‘silent killer’ due to the
absence of easily recognizable symptoms, undiagnosed and untreated hypertension has serious
consequences. More than two-thirds of Vietnamese people suffering from hypertension are unaware
of their condition, according to a 2008 study conducted by the Hanoi School of Public Health.
Undiagnosed
To address one of Vietnam’s largest non-communicable disease challenges, PSI/Vietnam
is implementing a social marketing intervention to dramatically change the way the Vietnamese
public thinks about hypertension.
misperceptions that hypertension management is difficult and costly—by highlighting how simple, easy
and important regular blood pressure checks are for all adults over age 40. As PSI’s Country Director
Josselyn Neukom explained, “the Know Your Number Campaign will change the way Vietnamese
men think about hypertension and their health by motivating them to take action today to be able
to live the life they want to continue to lead tomorrow.” Campaign messages and images will draw
on Vietnamese cultural icons and traditions to emphasize emotional triggers to seek hypertension
screening services today in order to live for one’s future.
The Know Your Number Campaign is linked to a larger social franchising initiative covering
5 provinces: Da Nang, HCM, Dong Thap, Dong Nai & An Giang. In these provinces PSI is working
closely with the Departments of health to increase registered private provider contributions to
addressing Vietnam’s priority health issues including hypertension and tuberculosis. The campaign
will refer individuals to branded “Good Health, Great Life” private providers trained by PSI to offer
quality hypertension management services.
The Know Your Number campaign aims to reshape common
The Know Your Number Campaign Launch unveiling ceremony will be held as follows:
Venue: 29/3 Park, Da Nang City
Date: May 16, 2012
Time: 5.30pm
About PSI Vietnam
PSI is a non-profit organization dedicated to using social marketing techniques to improving the health of
vulnerable and low-income communities in more than 65 countries around the world, including Vietnam.
PSI has worked in Vietnam since 2005 and as of 2012 implements social marketing and social franchising
activities to prevent HIV/AIDS, tuberculosis, diarrheal disease and hypertension in 15 provinces in Vietnam.
