Home / News & Notifications
Arjohuntleigh Tackles Pressure Ulcers With The Help Of A Tomato!

ArjoHuntleigh, a leading provider of integrated solutions for the care of people with reduced mobility and related conditions, has launched a new promotional campaign to highlight the issue of pressure ulcers.

Facility-acquired pressure ulcers cost the global healthcare sector millions of euros each year to treat, but can often be prevented or their impact reduced, according to ArjoHuntleigh’s Clinical Director, Lyn Phillips: “Without a doubt, the greatest risk to the skin is prolonged pressure due to immobility. The use of a special mattress that moves gently beneath the patient every few minutes can provide a similar level of protection as natural spontaneous movement; something we all do even when we are asleep! This simple but effective process can have a dramatic and beneficial impact on the damage pressure ulcers can do to patients and healthcare budgets,” she says.

Lyn explains: “Our aim is to remind patients and clinicians that the primary cause of pressure ulcers is unrelieved pressure, and that Active therapy is clinically proven to reduce the risk of pressure damage. With this in mind, our agency came up with the concept of comparing the human body with other parts of the natural world, and like the natural world the body cannot cope with too much pressure.”

The creative, designed by London agency, The AGA Group, uses a striking tomato visual to represent human skin, and the impact of excess pressure.

“The campaign has prompted an immediate response from our customers, our colleagues and our peers,” Lyn adds, “for its simplicity in communicating what is often a complicated message in a way that is immediately easy to understand.”

The campaign is scheduled to run in a broad range of hospital and clinical titles across the UK and Europe, as well as online, where the tomato is shown dropping from a height before bursting on impact.

Sean Feast of The AGA Group adds: “The subject of pressure ulcers is a significant one for the healthcare profession and so from a creative perspective it could have been approached in a number of different ways. We wanted the message to be direct without being condescending or alarmist – and the image of a tomato is not what the audience expects to see in the healthcare press, so there is no question that it stands out. We are very pleased the campaign is grabbing the right kind of attention through its simplicity.”

Notes to editors:

  1. The ArjoHuntleigh product portfolio encompasses medical devices and integrated solutions for patient handling and hygiene, medical beds, therapeutic surfaces, wound healing, DVT prevention, disinfection and diagnostics.
  2. ArjoHuntleigh is a particular champion of ‘Active Therapy’, a method for preventing pressure ulcers by effectively replicating human behaviour, adjusting and redistributing pressure on the body and effectively simulating body movement at short, controlled intervals.
  3. In the UK, it is estimated that around 4% of the NHS budget is spent treating pressure ulcers/bed sores1
  4. Every day up to 20% of hospital patients are affected by pressure ulcers2
  5. More than half of these develop during the hospital stay3 and costs to treat facility-acquired pressure ulcers can be as much as £8,000 per patient 1.
  6. For further information visit http://www.arjohuntleigh.info/.

References:

  1. Bennett G., Dealey C. & Posnett J. The cost of pressure ulcers in the UK. Age and Ageing. 2004; 33(3): 217-218.
  2. Vanderwee K, Clark M, Dealey C et al. (2007). Pressure ulcer prevalence in Europe: a pilot study. Journal of Evaluation in Clinical Practice. 13(2):227-235.
  3. Phillips L, Buttery J Exploring pressure ulcer prevalence and preventative care. [Journal Article] Nursing Times 2009 Apr 28-May 4; 105(16):34-6.
     



This website is intended to provide information to an international audience outside of the US. | Terms of Use | Privacy Statement