Amgen doubles down on ‘bad’ cholesterol awareness with new campaign, free testing

Am­gen has a gift for every­one’s heart this Valen­tine’s Day — a free test to check their LDL or “bad” cho­les­terol lev­els. The test is part of its new “Liv­ing in the Red” cam­paign to raise aware­ness about the asymp­to­matic con­di­tion, es­pe­cial­ly with peo­ple who’ve al­ready had a heart at­tack or stroke.

Be­cause many peo­ple im­prove their di­ets and ex­er­cise habits af­ter a car­dio­vas­cu­lar event, they feel like they’ve gone back to nor­mal. But their LDL-C, or low-den­si­ty lipopro­tein cho­les­terol, lev­els may not have, said Ner­is­sa Gomes, as­so­ciate VP of car­dio­vas­cu­lar mar­ket­ing. One in three peo­ple who have a car­dio­vas­cu­lar event will have an­oth­er with­in four years, she added.

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