LECC is a multidisciplinary cardiovascular and cardiac rehabilitation 24/7 facility focused on the treatment and management of cardiovascular diseases and trigger diseases using both invasive and non-invasive procedures, as well as preventive cardiology. They are skilled and experienced cardiologists, vascular and cardiothoracic surgeons, electrophysiologists, interventional cardiologists and support staff are committed to the treatment and prevention of heart diseases through innovative, state-of-the-art technology.

The Problem
In Nigeria, reports on the prevalence of modifiable cardiovascular disease (CVD) risk factors are scarce. In addition, socio-economic status, an important component of the socioeconomic gradient in CVD and its risk factors has not been clearly elucidated. The purpose of this case study is to show how the use of social media, other mass media and straightforward execution can be effective in public communication and awareness for LECC.
LECC, tasked with charting the directions for cardiovascular and cardiac rehabilitation in the country, has identified heart disease as its flagship or vanguard program to propel the country into industrialization.

Goals and Objectives
Acceptance, appreciation and involvement of various sectors of society toward certain issues and concerns are significantly determined by their understanding of key concepts and by exposure to information. The possibility of public opposition is minimized when the public has adequate information. As shown by Hoban, et al. (1992), public opposition to a concept like cardiovascular is mediated by three intervening variables, one of which is awareness of the concept. Moral objection was found to be the strongest predictor of opposition. Similarly, opposition was also related to lower awareness and less faith in institutions.
According to Guerrero et al., (1993), information can be manipulated, withheld, distorted, modified, amplified and consumed by people to serve specific needs. Thus, first-hand public participation becomes more meaningful and empowering because it goes beyond mere information sharing and dissemination, simple persuasion and routine consultation.
In addition to being an awareness program, LECC sought to create a multiplier effect of communication by:
• providing a venue for constructive dialogue and commitment sharing across different levels and types of patients.
• Promote awareness and understanding cardiovascular and cardiac rehabilitation among the public
• Determine issues and concerns that affect public perception regarding cardiovascular and cardiac rehabilitation
• Plan a course of action to promote cardiovascular and cardiac rehabilitation


Strategic Tactics and Techniques
The tactical plan consisted of using eight types of communication tools:
• Launch event: “open day”
• Training and seminars
• Advertising (Social Media)
• Live radio talk shows
• Media relations
• Brochure
• Toll-free telephone line
• National roundtable on cardiovascular


Expected Outcome
It will be validated that what little knowledge citizens had on cardivascular had come from positive write-ups in the mass media on the ethical or moral dimension of LECC. A major development will be individuals’ change of attitude toward cardiovascular: people will react positively by identifying problems that might be solved by visiting LECC for checkups.
Another significant output will be the expressed brand visibility of LECC and multiply efforts in the future aimed at fostering greater engagement of and understanding of the cardiovascular and cardiac rehabilitation. The following list highlights efforts to be made:
• Foster linkages between and among relevant publics
• Enhance multi-media dissemination
• Strengthen resource development
The positive response to the information exchange across sectors and publics helps ensure that an adequate number will demonstrate greater understanding and appreciation of LECC. Citizens will gain functional knowledge of heart diseases and LECC will gain insights into what information was of value and relevance to stakeholders. This “knowledge sharing and joint discovery” plus the resulting feeling of equality are very much central to participatory communication.