British 'reserve' costing lives

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Lives are being lost because "reserved" Britons ignore the early signs of heart attacks, rather than call 999, heart experts have warned.

A study by the British Heart Foundation (BHF) shows that 42% of people prefer to "wait and see" before calling the emergency services

About a quarter of a million people have heart attacks each year in the UK.

A third die before reaching hospital, often because they have delayed asking for help.

Delays

Two thirds of the 2,523 people questioned for the BHF YouGov poll admitted they would call a partner, friend, relative, GP or NHS direct before dialling for an ambulance.

Experts warn these delays are costing lives and urge anyone experiencing chest pain - the main symptom of a heart attack, to dial 999 immediately.

Maybe it is our natural reserve and stoicism, but it is costing lives Professor Peter Weissberg, British Heart Foundation

Evidence shows that people experiencing heart attack symptoms wait an average of 90 minutes before an ambulance is called.

Professor Peter Weissberg, BHF medical director said: "These statistics portray a very worrying, and perhaps very British, reluctance to call 999 even in the most serious of emergencies.

"Maybe it is our natural reserve and stoicism, but it is costing lives.

"Every second counts when you are having a heart attack, and the quicker you call 999 the greater your chances of survival."

Message

To reinforce the campaign message, the BHF has launched a new billboard advert showing a man with a belt tightening around his chest, with the caption 'A chest pain is your body saying call 999.'

HEART ATTACK SYMPTOMS Central chest pain is the most common warning signA dull chest pain that radiates to the left arm or jaw; breathlessness and sweating (a combination of which can indicate urgent danger)

Dr Mike Knapton, a GP and director of prevention and care for the BHF, said people should not be embarrassed about calling for help.

"If you are having a heart attack the sooner you get your arteries unblocked the better.

"And if you are not having a heart attack then nobody will tick-you off for calling 999.

Delays are costing lives

"Ambulance crews would sooner have the odd false-alarm than get there too late."

Richard Diment, chief executive of the Ambulance Service Association agreed: "People need to know that we want them to call 999 if they are experiencing chest pain.

"It might or might not be a heart attack - but if you are not sure, let us make that decision."