The print material that are being distributed at parties and social events have been extensively tested for the appeal of the adolescent market, including the Jamaican cartoons and parenting crossword puzzles and word games,

Basically, there are so many sporting events out there that people can watch from the bleachers or on TV, but they can't participate in themselves. So we wanted to create a fun, spectator friendly, event where the average Joe is the hero of the day.

There's no data to determine whether this is associated with a reduction in clinical events like heart attacks, strokes and deaths. We just don't know yet.

One of the big factors that may account for this finding is access to high-quality medical care. Often communities that have high poverty rates either lack access to good quality care, or people have to travel longer distances to obtain high-quality care.

Even though it's declining currently, we would still like to see a great deal of progress in coming decades, because it certainly is declining less than heart disease.

We are targeting the adolescent male population through the music fraternity, and also through sports, in an effort to instil positive messages through creative communication strategies.