DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
Julia Bomfim's Writing Samples
1. HANDS ONLY CPR CARD
Headline: Hands-Only CPR & Cardiac Arrest
Hands-only CPR is CPR without mouth-to-mouth breaths. Studies have shown that
the use of hands-only CPR can be just as effective as conventional CPR when used on
teens and adults who experience sudden cardiac arrest outside of a hospital. It can
double, or even triple, a victim’s chance of survival.
The American Heart Association still recommends CPR with compressions and
breaths for infants, children (up to puberty), and victims of drowning, drug
overdose, or people who collapse due to breathing problems. However, any CPR is
better than no CPR.
Why Learn Hands-Only CPR
70 percent of Americans don’t know how to administer CPR and feel helpless
during a cardiac emergency.
80 percent of cardiac arrests happen in private or residential settings, and only
41 percent of victims get the help they need before emergency assistance
arrives.
Approximately 89 percent of people who suffer an out-of-hospital cardiac arrest
die because they do not receive CPR on the scene.
How to Do It
Hands-Only CPR has just two steps: if you see a teen or adult suddenly collapse,
Before beginning, call 9-1-1 immediately (or send someone to do that if you’re
not alone).
Place one hands in the center of the chest, with one hand interlocked over the
other.
Push hard and fast until help arrives.
2. Cooper Tire continues its dedication to empowering
children through HEROS
Cooper Tire & Rubber Company rolled out the Take the Money & Ride Event in Canada
in August of 2012, during which consumers had the opportunity to donate $5 of their
instant rebate to HEROS. Cooper Tire matched each donation received, and awarded
$25,000 to HEROS last year.
Cooper’s continued sponsorship of the charitable organization this year proudly enables
hockey coaches to use the sport as a catalyst to teach youth the importance of education,
self-esteem and life skills training. Since 1999, HEROS has worked with more than 3,200
children to make education enjoyable and help dreams become a reality. Focusing on
boys and girls of diverse economic backgrounds throughout Canada, the program
provides a positive environment where every child is a HERO. As participants are hand-
picked for the program by their teachers, HEROS works closely with schools in
Vancouver, Sunshine Coast, Calgary, Edmonton, Winnipeg, Toronto, Montreal and
Ottawa.
"HEROS is pleased to welcome Cooper Tire back as a proud supporter," said Norman
Flynn, HEROS executive director. "The children involved in HEROS are coming from
households that often cannot afford cars or even three square meals per day. We’re
thankful that Cooper Tire recognizes these children’s needs and are committed to help."
Chris Ostrander, Cooper Tire's President of North America Tire Operations, added,
"Cooper was built in a tight-knit community nearly 100 years ago in Findlay, Ohio.
We’re honored to support the HEROS mission of bringing Canadian communities
together through volunteerism, teaching self-esteem, teamwork, and leadership to
Canadian youth."
For media inquiries, please contact:
Norm Flynn
HEROS
(604) 218-1661
norm@heroshockey.com
Michelle Rehbein
Cooper Tire & Rubber Company
(419) 423-1321
mrrehbein@coopertire.com
3. 1
Media Training Guidelines
Public Relations
You’re the expert—you’re likely being called upon to lend credibility to a news report
because you have a great deal of experience with the topic at hand. So, the most
important lesson to learn about working with the media is to be natural and at ease.
Think of your relationship with the reporter as mutually beneficial, and their story as a
platform for your message. The rest is just preparation and practice.
WORKING WITH REPORTERS
Never go “off-the-record.” For all intents and purposes, there is no such thing. Before,
during and after your interview, remember that you’re speaking with a reporter. Don’t
say anything to him or her that you wouldn’t want to hear broadcast or see published.
“Between you and me, this treatment isn’t really effective, is it?”
Answer requests as quickly as possible, not an hour before deadline. By
answering early on, you have the opportunity to shape a reporter’s story, rather than
being an after-thought in it. Answering promptly also makes you appear reliable and
helps build report with journalists.
Ask questions about the interview. Make sure you understand who the reporter is
who will be interviewing you, what story you will be contributing to and what perspective
the reporter is taking on the story. You may also want to know who else the reporter will
speak with and what specifically they need you to contribute.
Remember, the reporter is not your audience. You want to answer all of his or her
questions thoroughly, but the reporter is the conduit through which you are
communicating your message. Make sure that what you’re negotiating the interview
agenda and that what you’re saying is compelling to your audience.
BODY LANGUAGE
Keep your energy level up. Television tends to flatten people. It’s better to over-
compensate by increasing your volume by 10 to 15 percent, while speaking about that
much slower than you normally would.
Maintain eye contact. Unless you’re being interviewed remotely (in which case you
would gaze directly into the camera lens), aim for 100 percent eye contact with the
interviewer at all times.
Gesture as you would in conversation. According to experts, using hand gestures
grabs attention, increases the impact of communication and helps individuals retain
4. 2
more of the information they are hearing. For seated interviews, keep your arms open
and ready to gesture. When not gesturing, avoid clasping your hands or crossing your
arms.
Be mindful of your posture. For standing interviews, place one foot slightly in front of
the other to prevent swaying from side-to-side and to keep your energy aimed forward.
For seated interviews, move forward so you’re only sitting on the front half of the chair.
Leaning forward a bit can also help increase your energy.
Pause thoughtfully instead of “uhm”-ing. The audience will rarely see your pauses in
an edited interview, so take your time before answering a question – even if that means
you pause for 10 or 15 seconds. That tactic not only helps eliminate verbal filler, but
allows you to think of a better answer that concisely articulates your main message.
TIPS AND TRICKS
Don’t confuse your audience. Avoid using jargon, technical terms or acronyms.
Assume that your audience is learning this information for the first time and aim to be as
clear as possible.
What not to wear: colors that are too dark or too bright bleed on camera. Solid medium
shades are best (light blues, grays and browns). Avoid patterns as they tend to “dance”
on camera, and avoid white when possible.
Know before you go. You’ve been contacted because of your expertise on the topic,
but 20 minutes before your interview, identify three key messages that encapsulate
what you want the public to know. Develop three short anecdotes that can help
communicate—
The most provocative, controversial or relatable parts of the topic
Brief stories or local examples
Key things to remember
Expect the unexpected. Think about what you don’t want to be asked, and prepare
ways to come back to talking points if it happens. If a reporter makes a false statement
or one you don’t agree with, say so. Feel empowered to change the direction of the
interview, asking the questions you want to answer.
“What really matters is __________.”
“The most important issue is __________.”
“The more interesting question is __________.”
Call PR in a bind. We can brief you on the details of the story topic before the
interview, providing memos, current trends and talking points in a tough spot. Debriefing
us after the interview, too, can help ensure more thorough preparation in the future.
5. 3
KEY MESSAGES
Tallahassee Memorial HealthCare’s mission
Transforming care—OPTIFAST program, comprehensive care: physicians,
surgeons, dieticians, behaviorists and exercise therapists, minimally invasive
surgical procedures.
Advancing health
Improving lives—decreased medications and medication cost, frequency of
doctor and hospital visits, joint pain and fatigue, increased exercise tolerance and
improved mood, blood pressure, cholesterol and diabetes.
The Bariatric Center’s promise
More doctors—bariatric surgeons, physicians, dietitians, behaviorists and
exercise therapists.
More experience—Bariatric Center surgeons have performed more than 900
gastric bypass and lap-band surgeries.
More options—free monthly seminars, non-surgical services, gastric bypass
surgery, adjustable lap band surgery and gastric sleeve surgery
QUESTIONS ABOUT BARIATRIC MEDICINE
What is bariatric medicine?
Bariatric medicine deals with the
causes, treatment and prevention of
obesity. At the Tallahassee Memorial
Bariatric Center, this includes dietetics,
behavioral therapy, exercise and
surgery.
How are patients referred to the
Bariatric Center?
Patients may be self-referred to the
Bariatric Center, they may be referred
by their general practitioner, or they may
be referred by another physician to lose
weight before a surgical procedure.
How can I tell if I am overweight or
obese?
The Body Mass Index, or BMI, is used
to indicate whether a patient is
overweight or obese. BMI is calculated
by dividing your weight in pounds by
your height in inches, times 703. A BMI
of 25-30 is considered overweight, with
30+ being obese.
What are medical problems
associated with obesity?
Obesity can cause breathing problems
and fatigue, gallstones, high blood
pressure, diabetes, cancer, heart
disease and stroke.
How do I know if I am a candidate for
weight loss surgery?
Candidates for weight loss surgery
generally have a BMI over 40 and are
more than 100 pounds overweight. They
have tried losing weight through
medically-supervised dieting to no avail
and experience severe negative health
effects, such as high blood pressure and
diabetes.
What type of exercise is best and
how much should I do?
In addition to a balanced diet, at least 30
minutes per day of brisk cardiovascular
exercise, like walking, jogging,
swimming or bicycling, is best for
patients trying to lose weight.
6. 4
DIFFICULT QUESTIONS AND HOW TO ANSWER THEM
Antagonizing or skeptical questions
Diets are dysfunctional and do not work…
o Many people believe that diets do not work, but what they may not have
considered is…
Questions you don’t know the answer to
Exactly how many people are obese in America today?
o I’ll have to look up the exact number and get back to you, but I can tell
you…
Can Type 2 diabetes be cured with weight loss surgery?
o Candidates for surgery are evaluated on a case-by-case basis, but
research shows…
Questions that call for speculation
In XYZ’s case, it seems as though physicians didn’t follow proper protocol, do
you agree?
o Although I can’t speculate, I can say that at TMH we adhere to the
following protocols required by the National Institute of Health for the
treatment of bariatric patients…
Why do you think this patient’s surgery was unsuccessful?
o I can’t say because I wasn’t involved, but at the Bariatric Center we…
Questions that ask for your personal opinion
What are your thoughts on health care reform?
o I’m speaking for Tallahassee Memorial, not myself, and what we believe
is…
Yes or no questions
Yes or no: weight loss surgery is sometimes fatal.
o Weight loss surgery is a great option for certain patients, but we must
consider…
Is she or is she not a candidate for weight loss surgery?
o A BMI greater than 40 usually indicates that a patient may be a candidate
for surgery, but...
Third-party questions
A competitor has claimed that their new service exceeds TMH’s in quality, how
do you respond?
o I can’t speak for our competitor, but our services and outcomes are…
HEADLINES IN WEIGHT LOSS (APRIL 2014)
Bright Light, Early in the Morning, Can Help Weight Loss
Eat Chocolate To Get Thin? Study Touts Cocoa for Weight Loss
Weight Loss Surgery Helps Obese Patients Overcome Diabetes
Research Suggests that Green Tea, Exercise Boost Weight Loss, Health
7. COPY
CLIENT: Cooper Tire
DESCRIPTION: Q2 Cooper in Motion
DATE: June 18, 2013
PLACEMENT: FRONT PAGE
HEAD: Cooper Connects with Female Consumers
COPY: With women purchasing 65 percent of new tires and commanding the
majority of their household’s vehicle service work, Cooper Tire
recognized the need to reach this core consumer segment with powerful
messaging. Largely overlooked in regard to product experiences and
communications targeted to their needs, nearly three-fourths of women
reported feeling misunderstood by car marketers in 2012, according to a
survey by market research company, She-conomy.
This April, Cooper Tire set out to reach the untapped female market with
a Super Mom Ride-N-Drive at its Tire & Vehicle Test Center near San
Antonio, Texas, where influential mom bloggers from top parenting
outlets were invited to test Cooper tires and learn about tire safety and
maintenance. Highlighting the performance features of the Cooper Zeon
RS3-A and S, and the Discoverer A/T3
, the test drive experience included
a distracted driving obstacle course that showcased the dangers of a
mother’s daily challenges in the car — crying children in the back seat,
adjusting the radio, apply lipstick in the rearview mirror, dodging flying
toys and more.
“Up until last week, I (like most moms I know) had no idea just how
important our tires are to the overall safety of our cars,” Mary Fischer of
The Stir said. “But after attending the Super Mom Ride-N-Drive event…
I'm full of all sorts of tire wisdom, which will hopefully avoid me ever
actually having to press that OnStar button.”
Cooper Tire-sponsored events like the Super Mom Ride-N-Drive provide
women with tailored experiences that create powerful brand advocates
for Cooper. Research has consistently shown that women are social
about their consumption habits, with nearly 92 percent reporting that they
pass along information about products to other women.
In addition to the Super Mom Ride-N-Drive, Cooper Tire has initiated
8. strategic partnerships with Scholastic books and AskPatty.com in the
coming quarter. Cooper will continue with its innovative outreach efforts
to women, providing thoughtful focus on tire maintenance education,
product information and women’s daily drives. Cooper understands it’s
more than just a part of consumers’ vehicles, it’s a part of consumers’
lives.
(Insert clips of Babble and The Stir coverage, and event photos here)
PLACEMENT: INSIDE FRONT COVER
HEAD: Cooper’s National Spring Savings Event is a Hit! Plan now for Fall Take
the Money & Ride Event to Drive Sellout
COPY: Building on the success of the fall rebate event, Cooper Tire rewarded
shoppers with a Spring Savings Event, May 1 to June 30.
When purchasing four qualifying new tires, consumers at participating
dealers in the U.S., Canada, the District of Columbia and Puerto Rico
were eligible to receive up to an $80 prepaid Visa card – The highest
reward amount in Cooper’s history – to deliver significant savings to tire
buyers and help your employees close the sale
Cooper Tire’s dedication to promoting consumer events through social
media engagement creates even more opportunities for dealers to
connect with shoppers during rebate periods, with a dedicated microsite
and Facebook tab, in addition to national advertising and public relations
event support.
What’s next? Keep an eye out for Cooper’s Fall Rebate Event. Be sure to
make plans now to allocate ad space to this offer, welcoming your
customers to Cooper’s biggest promotion event of the year. Cooper will
provide a rebate on a wide range of qualifying Cooper tires. More
information to come regarding this exciting national event!
(Insert photos of microsite, digital display ads and social media coverage
here)
PLACEMENT: INSIDE PAGES
HEAD: Introducing Cooper’s CS3 Touring Tire
SUB: Cooper’s newest addition to its proven touring tire family – the CS3
Touring -- offers patent-pending StabilEdge technology, improving all-
season performance.
COPY: This June, Cooper introduces a new mid-range option for customers with
high demands with a new addition: the CS3 Touring. Featuring exclusive,
state-of-the art StabiEdge technology, the CS3 is engineered to deliver
9. superior wet and dry handling, crisper steering and improved ride
comfort, all with improved fuel efficiency.
The CS3 Touring’s unique five-rib tread pattern boasts improved all-
weather performance, while its tread design makes for a smooth, quiet
ride, and has a 65,000-mile warranty (T Rated) or 50,000-mile warranty
(H/V Rated) and is available in 48 sizes.
The CS3 accompanies the existing CS4 Touring, Cooper’s premium
passenger tire. The best touring tire in Cooper’s product portfolio, the
CS4 offers optimum ride comfort, sporty handling, all-season traction and
attractive styling – all with a 60,000-mil warranty (H/V Rated) or 80,000-
mile warranty (T Rated).
(Insert photo of CS3 and CS4 here)
PLACEMENT: INSIDE PAGES
HEAD: Cooper Connects with Dealers at Conferences in Central America
COPY: Cooper personally connected with dealers this quarter, hosting
specialized conferences in Costa Rica and Cancun.
The Costa Rica program provided one-on-one sessions with Cooper
executives, like President of North America Tire Operations, Chris
Ostrander. Dealers gained insight on the company’s performance,
upcoming product updates, marketing efforts, and manufacturing
updates.
Medallion dealers attended the Insight Exchange meeting in Cancun,
participating in group meetings and team-building activities. Dealers
attended sessions detailing company updates, advertising innovations,
product news, Medallion program information and an interactive
workshop on utilizing social media.
(Insert event scrapbook here)
PLACEMENT: INSIDE PAGES
HEAD: Swinging for the Fences
SUB: Cooper announces Major League Baseball sponsorship
COPY: Grab your peanuts and cracker jacks and catch Cooper at one of nine
MLB stadiums this season, including: the Atlanta Braves, Philadelphia
Phillies, San Diego Padres, Chicago White Sox, New York Yankees, Los
Angeles Dodgers, Cincinnati Reds, St. Louis Cardinals and Kansas City
Royals.
10. In July, baseball fans in participating cities can also “Buy Four and
Score,” receiving tickets to a game in their city when purchasing a set of
qualifying Cooper tires, including the Lifeliner GLS, CS4 Touring, CS3
Touring, Cooper Zeon RS3-A and Cooper Zeon RS3-S. Another exciting
promotion tool to help your winning team close the sale with Coopers!
(Insert poster of MLB sponsorship here)
PLACEMENT: INSIDE PAGES
HEAD: Consumers Digest “Best Buy” Renewal Offers Additional Tool for Dealers
COPY: With the renewal of the Consumers Digest “Best Buy” seal, Cooper is
helping dealers continue to drive sales for the Cooper Zeon RS3-A. Be
sure to utilize this asset in your showroom to help make summer sales a
success.
(Insert photo of Best Buy seal and Zeon here)
PLACEMENT: INSIDE PAGES
HEAD: Vendor Spotlight: Leaderpromos.com
COPY: How many items do you come into daily contact with that have logos?
Mugs, pens, shirts and maybe a bag or two. According to the Advertising
Specialties Institute, the average American owns 10 branded products.
Promotional products work; one-third of consumer in the U.S. own them
and 31 percent of people are more likely to do business with an
organization after receiving a branded item from them.
Best of all, promotion products are completely cost-effective. They cost
six cents per impression, which is far lower than television (1.8 cents),
national magazines (1.8 cents) and even newspapers (0.7 cents).
How can you use advertising specialists to your advantage?
Make it useful. Don’t let your item become garbage. Choose and
item that has a purpose.
Quality matters. If your business’ item is poorly made, it will
reflect poorly on your company. Make an item that is budget-
friendly and durable.
Find a professional. More than 30,000 promotional companies
exist, with more than one million items for purchase. Work with a
trusted specialist listen to your concerns, learn your business,
respect your budget, provide creative ideas and act as an
extension of your marketing department.
Talk to our promotional products partner of more than six years for
Cooper or Roadmaster branded items:
11. Nate Dickman
614-579-5937
ndickman@leaderpromos.com
(Insert photo here)
PLACEMENT: BACK PAGE
HEAD: Seeking a Natural Alternative to Imported Rubber
SUB: Cooper makes strides with guayule research
COPY: In June of last year, Cooper Tire was awarded a $6.9 million grant to fund
research efforts aimed at developing manufacturing processes for the
domestic production of guayule solid rubber as a biomaterial for tire
applications, as well as evaluating the plant’s residual biomass for biofuel
applications. Cooper, along with consortium partners, Yulex Corporation,
Arizona State University and the Agricultural Research Service of the
U.S. Department of Agriculture, aim to harness the biopolymers in
guayule as a replacement for petroleum-based synthetics and natural
rubber from tropical trees used in the manufacture of tires. If successful,
this effort would decrease the reliance on offshore raw materials while
creating new jobs for American workers.
Guayule is a unique industrial crop and natural source of rubber that does
not compete against food or fiber crops. Through agronomic development
and biorefinery extraction processes, 100 percent of the plant can be
used to manufacture products including tires.
A March consortium meeting at Cooper’s Texas test track showed
progress in guayule plant genome sequencing for future breeding,
advancements in guayule irrigation studies, and the completion of
laboratory testing to develop a guayule tire-grade polymer specification.
"This was the first major report-out on the status of grant milestones,”
said Chuck Yurkovich, Cooper Tire vice president of global research and
development. “These meetings serve to foster dialogue and strengthen
ties between the partners and allow us to continue to scale up our efforts
collectively in order to achieve grant targets. We have everything needed
to work toward success, including a significant amount of talent,
resources and capability from the industry, government, and academia to
bring it all together.”
(Insert photo of guayule here)
***Include Cooper Tire logo on bottom right-hand corner of each spread***
12. Seasonal Allergies—v2
Although the Southeastern United States experienced a cooler-than-normal winter, higher
rainfall and warming temperatures are already signaling the beginning of an active pollen
season in Tallahassee. And while seasonal allergy sufferers need no reminder, pollen season
triggers the symptoms—hay fever—that befall nearly 40 million Americans each year.
What’s causing your hay fever
People often want to know why many are sensitive to allergens while some aren’t. The ‘hygiene
hypothesis’ suggests a link between our learned immunity to infection and the increasing
incidence of allergic diseases, which occur as the immune system’s overreaction to otherwise
harmless airborne allergens. In other words, hay fever sufferers’ stronger immune systems may
be the cause of their body’s adverse reaction to pollen, mold, dust or smoke. Other doctors and
researchers think that diet, physical activity and lifestyle play a more significant role. But the
consensus is that allergies are largely hereditary, with the children of two allergic parents
developing hay fever nearly 70 percent of the time.
What’s making your seasonal symptoms worse
Spring
In the spring time, pollinating trees are the culprits of hay fever’s most common symptoms.
Those with allergies to birch, cedar, chestnut or willow tree may notice increased nasal
congestion and watery eyes as pollen production ramps up, especially in the mornings when
pollen is at its highest concentration in the atmosphere. Itchy sinuses, ear canals and throat
occur as a result of contact with pollen in the air, as well. Staying indoors when pollen levels are
highest is the best defense against hay fever. But when you can’t, removing clothes worn
outdoors as soon as you arrive home and showering off any residual pollen from your skin can
ease the suffering.
Summer
This is good advice in the summer, too, as 90 percent of allergy sufferers react to summer grass
pollens each year. For them, avoiding symptom triggers on hot, windy days is key. So, as you
13. strive to make your home a safe haven from allergens, make use of the air conditioner and
clothes dryer instead of ceiling fans and line drying. As much as the warm weather allows, wear
clothing that completely covers arms and legs, and delegate outdoor chores like lawn-mowing,
raking and tree trimming when possible. In the summer, when warms weather beckons, an
awareness of the allergy forecast and precautions against any triggers—such as the use of an
over-the-counter antihistamine—can nip hay fever symptoms in the bud.
Colder months
While many seasonal allergens like their warm, dry temperatures, fall and winter aren’t without
their allergy triggers, either. Fall’s invasive ragweed blooms are known to cause severe allergic
reactions, and winter can wreak havoc on indoor allergies to mold, dust mites and pet dander.
Focusing on the bedroom and other areas where you spend most of your time, eliminate
carpeting where possible. Carpets can become traps for pollen and dust mites, easily releasing
allergens into the air from normal use, and relentlessly triggering indoor allergy symptoms. But
in addition, vacuum high-traffic areas regularly, preferably with a vacuum with allergen filters.
Wash all sheets, blankets and pillows at least once every two weeks, and use allergen control
covers with all bedding. For fall and winter allergies, it’s a good rule of thumb to maintain a
‘washable, wipeable’ environment when possible. Stuffed toys, throw pillows and heavy
curtains can all harbor these seasonal allergens that can cause hay fever.
Is this hay fever or a cold?
The most common symptoms of hay fever are sneezing, runny or stuffy nose, watery eyes, and
itchy sinuses, throat, eyes, or ear canals. But knowing, as we do, that hay fever can affect
allergy sufferers year-round, how can we distinguish hay fever from the common cold? First,
understand that, despite its name, hay fever will never cause fever. Rather, symptoms will arise
at rather consistent intervals with exposure to triggers. On the other hand, similar cold
symptoms will worsen in the short-term, but don’t reoccur in the long run. And while fatigue
related to sinus congestion and discomfort is common with allergies, general aches and pains
usually signal a cold.
14. Seasonal Allergies—Relief from Hay Fever and Allergy-induced Asthma
Although the entire Southeast United States experienced a cooler-than-normal winter, rain and
warming temperatures are already signaling the beginning of an active pollen season in
Tallahassee. And while allergy sufferers need no reminder, pollen season triggers the itchy,
watery eyes, nasal congestion, wheezing and sneezing that befall nearly 40 million Americans
each year.
These allergy symptoms, commonly diagnosed as ‘hay fever,’ are caused by the immune
system’s overreaction to otherwise harmless seasonal airborne substances like ragweed pollen
and dust. Each year, Americans lose an average total of 4 million workdays to hay fever, but an
understanding and avoidance of triggers, as well as an awareness of treatments, can help
allergy sufferers breathe easier this season.
Causes of Seasonal Allergies
Often, people want to know why some are so sensitive to allergens while many are not. The
‘hygiene hypothesis’ suggests a link between the decreasing incidence of infection in developed
countries and the increasing incidence of allergic diseases. Other researchers think it has more
to do with diet, physical activity and lifestyle. But the overwhelming consensus amongst
doctors is that allergies are largely hereditary, with the children of two allergic parents
developing hay fever nearly 70 percent of the time.
Hay fever
Hay Fever, or Allergic Rhinitis and Conjunctivitis, is actually a misnomer—hay does not cause
the problem, nor does it cause fever. Symptoms of hay fever do tend to mirror those of the
common cold, but if you’re unsure of which you’re suffering, consider the occurrence of your
symptoms. Those suffering from hay fever will likely experience multiple “cold symptoms” at
once, with their duration lasting only as long as the exposure to triggers. On the other hand, the
onset of a cold is generally slower and symptoms tend to worsen over time. Doctors determine
individual triggers for hay fever through skin tests, but it is most often controlled with an over-
15. the-counter antihistamine and strict avoidance of allergens, like pollen, flowering trees and
grasses.
Allergy-induced asthma
Asthma, an obstructive lung disease, is unfortunately common amongst allergy sufferers.
Because of their lungs’ increased responsiveness to airborne allergens, allergy sufferers can
experience frightening asthma attacks when exposed to mold, dust, pollen, animal dander and
tobacco smoke. However, like other allergy symptoms, allergen avoidance can mitigate the risk
of an asthma attack. Your doctor may prescribe a bronchodilator, anti-inflammatory or
immunosuppressant, but allergy sufferers with a predisposition to asthma should stay indoors
on dry, windy days, especially during the early mornings or late evenings when airborne
allergens are their highest concentrations. Dusting indoor spaces thoroughly, changing air filters
and vacuuming regularly can also prevent asthma attacks brought on by seasonal allergens.
Relief
An otherwise pleasant subtropical climate helps turn Tallahassee’s beloved live oak trees into
allergy sufferers’ worst enemy come spring. With higher average rainfalls boosting flower
production, and global warming trends increasing pollen, finding relief from seasonal allergies is
a challenge in the Southeastern United States, the “allergy capital.” But given that pollen can
travel up to 400 miles, there’s no sense in moving. Immunotherapy, or allergy shots, have been
shown to relieve chronic allergies, but simple steps like following pollen counts and limiting
exposure to allergens are the most effective precautions seasonal allergy sufferers can take to
avoid hay fever and allergy-induced asthma attacks.
Word count: 550
16. For
more
information:
Julia
Bomfim
FSU
•
(954)
609-‐3989
juliabomfim91@gmaill.com
Alliance
for
Safe
Swimmers
announces
statewide
entrapment
awareness
campaign
Tallahassee,
FL
–
The
Alliance
for
Safe
Swimmers
(AFSS)
announced
Monday
that
its
annual
Water
Safety
Month
campaign
will
focus
on
the
issue
of
swimming
pool
entrapment.
A
recent
study
by
the
Consumer
Product
Safety
Commission
(CPSC)
reported
an
increasing
incidence
of
drowning
by
swimming
pool
entrapment
in
the
last
10
years.
AFSS’
Florida,
Get
in
the
Swim!
campaign
will
bring
awareness
to
the
issue
through
its
May
ad
campaign
and
community
outreach
events
in
Miami,
Orlando
and
Jacksonville.
Focusing
on
child
and
family
education,
it
will
kick
off
the
AFSS’
campaign
for
state-‐funded
swimming
entrapment
education
funding
legislation
for
the
2014
legislative
session.
Florida,
Get
in
the
Swim!
events
will
feature
state-‐of-‐the-‐art
interactive
exhibits
to
demonstrate
the
scientific
forces
behind
swimming
pool
entrapment.
AFSS
spokespeople,
U.S.
Olympian,
Cullen
Jones
and
pool
safety
advocate,
Nancy
Baker,
will
appear
at
events
and
star
in
the
state-‐wide
TV
ad
campaign.
Jones,
the
only
African-‐American
to
swim
the
men’s
relay
in
the
2008
Olympics,
is
a
life-‐long
advocate
for
closing
the
racial
divide
in
childhood
swimming
education.
Baker
lost
her
daughter,
Virginia,
to
drowning
related
to
swimming
pool
entrapment
in
2002.
The
Pool
and
Spa
Safety
law,
enacted
in
2008,
bore
her
daughter,
Virginia
Graeme
Baker’s,
name.
AFSS’
summer
campaign
will
raise
awareness
of
its
efforts
to
pass
legislation
to
reduce
the
incidence
of
entrapment-‐related
injuries
and
deaths
in
Florida.
###
About
the
Alliance
for
Safe
Swimmers
(AFSS)
The
Alliance
for
Safe
Swimmers
(AFSS)
is
a
national
nonprofit
organization
dedicated
to
empowering
both
children
and
adults
to
swim
safer
with
free
education
programs.
To
learn
more,
visit
www.afss.org
or
find
us
on
Facebook—Safe
Swimmers.
17. Research
Swimming
Pool
Entrapmenti
• Drain
entrapments
are
frequently
the
result
of
an
adult
or
child’s
body,
limbs,
hair
or
clothing
becoming
entangled
with
a
faulty
drain.
o42%
of
victims
are
trapped
by
suction
o41%
were
victims
of
issues
involving
broken,
missing,
removed
or
disengaged
outlet
covers
• Prevention
1. Keep
children
away
from
pool
drains,
pipes
and
other
openings
to
avoid
entrapments
and
entanglements
2. Make
sure
that
loose
items
such
as
long
hair,
clothing
or
jewelry
are
not
dangling
when
swimming
in
a
pool
or
sitting
in
a
spa
3. Consider
device
automatic
shut-‐off
systems
in
your
own
pool
or
spa
4. Plainly
mark
the
location
of
the
electrical
cut-‐off
switch
for
the
pool
or
spa
pump
5. Know
where
the
pool
or
spa
pump
switch
is
and
know
how
to
turn
it
off
• In
the
event
of
entrapment
oTurn
off
pump
oFree
the
trapped
person
oUnderstand
the
basics
of
life-‐saving
so
that
you
can
assist
Children
• Drowning
is
the
leading
cause
of
death
of
young
children
in
the
state
of
Florida,
ii
with
about
one
in
five
people
who
die
from
drowning
being
children
14
and
younger.
iii
• Participation
in
formal
swimming
lessons
can
reduce
the
risk
of
drowning
by
88%,iv
but
nearly
6
out
of
10
African-‐American
and
Hispanic
children
are
still
unable
to
swim—twice
as
many
as
their
Caucasian
counterparts.
v
oAfrican-‐Americans
and
Hispanics
account
for
16.6%
and
23.3%
of
the
state’s
population,
respectively.4
Parents
• Most
young
children
who
drowned
in
pools
had
been
out
of
sight
less
than
five
minutes,
and
were
in
the
care
of
one
or
both
parents
at
the
time.
iv
• Children
learn
by
imitating
adultsvi—if
a
parent
does
not
know
hot
to
swim,
there
is
only
a
13%
chance
that
a
child
in
that
household
will
learn
how
to
swim.5
• 70%
of
American
adults
cannot
administer
CPRvii—the
moment
a
child
stops
breathing,
there
is
a
small
window
of
time
in
which
resuscitation
may
occur,
but
only
if
someone
knows
what
to
do.viii
• Speaking
positively
with
children
about
water/safety
helps
keep
children
safer
at
the
pool.ix
Manufacturers/Pool
&
Spa
Operators
• The
first
consideration
in
its
Code
of
Ethics
is
“to
contribute
to
the
health,
safety
and
welfare
of
the
public
in
the
design,
manufacture,
installation,
maintenance
and
operation
of
swimming
pools
and
hot
tubs
by
applying
with
applicable
laws.”viii
Existing
Legislation/Legislator
Sentiment
• Title
XIV—The
Pool
and
Spa
Safety
Act—was
a
bill,
sponsored
by
Florida
Congresswoman,
Debbie
Wasserman
Schultz,
calling
for
the
equipment
of
each
public
pool
and
spa
in
the
United
States
to
be
equipped
with
anti-‐entrapment
devices.
The
legislation
took
more
than
4
years
to
pass.x
• Florida
has
a
law
in
place
requiring
fencing
around
swimming
pools,
both
private
and
public,xi
but
federal
premises
liability
law
already
owes
invitees
(customers
or
patrons)
the
“highest
duty
of
care,”
including
protection
from
unreasonable
risk
of
harm.
xii
18. Planning:
AFSS’
Florida,
Get
in
the
Swim!
campaign
A
Sample
of
Tactics:
an
Integrated
Approach
Community
Outreach
Events
Miami
In
order
to
reach
its
biggest
target,
African-‐American
and
Hispanic
non-‐swimmers,
AFSS
will
host
a
community
outreach
event
in
Miami,
where
Hispanics
accounted
for
54%
of
the
population
growth
in
2012.xiii
the
same
vein
as
children’s
interactive
science
museums,
Get
in
the
Swim!
Miami
will
feature
large-‐scale
demonstrations
of
the
forces
behind
swimming
pool
entrapment.
The
interactive
exhibits
will
allow
children
to
add
and
subtract
variables
to
explain
important
safety
principles
and
AFSS
educators
will
be
able
to
organically
hit
key
message
points.
The
event
will
be
filled
out
with
light-‐hearted
live
music,
water
games
and
crafts,
with
event
signage
echoing
key
swimming
pool
entrapment
prevention
methods.
Guests
take
away
promotional
water
toys
and
pamphlets
encouraging
them
to
donate
money
to
fund
new
legislation.
Orlando
The
Orlando
Sentinel
recently
reported
a
double
in
the
incidence
of
drowning
in
Central
Florida
in
2012.xivFor
this
reason,
and
to
bring
awareness
to
swimming
pool
entrapment
as
a
common
cause
of
drowning,
AFSS
will
hold
its
Get
in
the
Swim!
campaign
exhibit
and
family
event
at
the
Orlando
Science
Center.
Jacksonville
As
the
largest
city
in
Florida
and
the
largest
city
in
the
United
States,xv
Jacksonville
represents
an
excellent
opportunity
to
reach
demographics
who
provide
insight
into
how
the
campaign
might
be
received
in
other
states.
With
the
intersection
of
two
major
highways,xvi
the
booming
tourism
industryxvii
and
a
growing
Asian
population,xviii
Jacksonville
is
a
diverse
city
where
AFSS’
Get
in
the
Swim!
event
could
raise
a
lot
of
awareness
and
funds.
Micro-‐site
Development
AFSS
will
develop
a
Get
in
the
Swim!
micro-‐site
with
applications
to
mimic
the
community
outreach
event’s
“scientific
demonstrations.”
The
kid-‐friendly,
game-‐style
site
will
play
key
phrases
like,
“where’s
the
pool
pump
shut-‐off?”
aloud
so
that
parents
supervising
children’s
computer
use
will
be
conscious
of
the
verbage.
The
micro-‐site
will
also
be
the
home
of
compelling
testimonials
to
the
importance
of
swimming
pool
entrapment
awareness,
much
like
Virginia
Graeme
Baker’s
story.xix
Newspaper/Magazine
Public
relations
efforts
will
leverage
the
local
stories
of
advocates
against
the
upcoming
Get
in
the
Swim!
community
outreach
event
to
create
awareness
of
the
issue
and
of
the
AFSS.
Periodic
paid
advertisements
will
remind
readers
of
the
event,
and
print
advertisements
following
the
event
will
depict
key
message
points
in
an
eye-‐catching,
poster-‐style
way.
All
print
media
will
detail
where
to
find
more
information
(the
micro-‐site).
Broadcast
Media
Broadcast
media,
including
commercials
and
interviews,
will
be
conducted
by
AFSS
Get
in
the
Swim!
spokespeople,
U.S.
Olympian
Cullen
Jones,
the
African-‐American
who
swam
the
men’s
relay
in
the
2008
Olympics,xx
and
Nancy
Baker,
pool
and
spa
safety
advocate.xxi
Each
spokesperson
brings
recognition
and
credibility
to
AFSS’
campaign
and
awareness
to
the
cause
of
swimming
pool
entrapment
through
their
warm,
personal
relationship
with
the
issue.
19.
i
www.poolsafely.gov/wp-‐content/uploads/entrap10.pdf
ii
www.leg.state.fl.us/Statutes/index.cfm?App_mode=Display_Statute&URL=0500-‐0599/0515/0515.html
iii
www.cdc.gov/homeandrecreationalsafety/water-‐safety/waterinjuries-‐factsheet.html
iv
www.usaswimming.org/DesktopDefault.aspx?TabId=1796
v
well.blogs.nytimes.com/2008/08/11/despite-‐olympic-‐gold-‐swimming-‐statistics-‐are-‐grim/?_r=0
vi
psychcentral.com/news/2010/05/27/modeling-‐behavior-‐for-‐children-‐has-‐long-‐lasting-‐effects
vii
www.heart.org/HEARTORG/CPRAndECC/WhatisCPR/CPRFactsandStats/CPR-‐Statistics_UCM_307542_Article.jsp
viii
articles.orlandosentinel.com/2013-‐07-‐03/health/os-‐children-‐drowning-‐deaths-‐florida-‐20130703_1_more-‐children-‐
children-‐ages-‐19-‐cases
ix
www.swimkids.com.au/learn/reluctant-‐child/confident-‐with-‐water/
x
www.poolsafely.gov/pool-‐spa-‐safety-‐act/virginia-‐graeme-‐baker/
xi
www.floridainjurylawyerblog.com/2009/10/drowning_and_pool_injuries_are.html
xii
www.expertlaw.com/library/premises_liability/premises_liability.html#3
xiii
http://www.floridatrend.com/article/15528/floridas-‐hispanic-‐population
xiv
http://articles.orlandosentinel.com/2013-‐07-‐03/health/os-‐children-‐drowning-‐deaths-‐florida-‐20130703_1_more-‐children-‐
children-‐ages-‐19-‐cases
xv
http://www.census.gov/statab/ccdb/cit1010r.txt
xvi
http://members.jacksonville.com/news/metro/2010-‐06-‐07/story/work-‐jacksonvilles-‐interstate-‐intersection-‐end-‐early-‐
next-‐year
xvii
http://jacksonville.com/opinion/blog/abel-‐harding/2010-‐04-‐02/golf-‐tourism-‐boon-‐northeast-‐florida
xviii
http://quickfacts.census.gov/qfd/states/12/1235000.html
xix
http://www.poolsafely.gov/pool-‐spa-‐safety-‐act/news/
xx
http://well.blogs.nytimes.com/2008/08/11/despite-‐olympic-‐gold-‐swimming-‐statistics-‐are-‐grim/?_r=1
xxi
http://www.poolsafely.gov/pool-‐spa-‐safety-‐act/virginia-‐graeme-‐baker/
20. Medical Minute—Seasonal Allergies
Q: What is causing my seasonal allergy symptoms?
A: Allergy symptoms, commonly referred to as hay fever, are the immune system’s overreaction to
contact with airborne particles like pollen and dust through the eyes, nose, lungs or skin. Continuing
research has shown links between widespread immunity to infection and the growing incidence of
allergic disease in the United States, but more often than not, allergic individuals inherit their
susceptibility to hay fever from their parents. Symptoms arise from exposure to pollen, grasses, fungus
and dust, most often between April and November. Seasonal allergies are well managed through strict
avoidance of triggers and the use of over-the-counter antihistamines. Severe allergies may be treated
with immunology, or allergy shots.
Q: How can I be sure that I’m suffering from allergies, or hay fever, and not a cold?
A: ‘Hay fever’ is actually a misnomer—hay does not trigger the symptoms, nor do the symptoms cause
fever. Rather, symptoms will arise at rather consistent intervals with exposure to triggers. On the other
hand, similar cold symptoms will worsen in the short-term, but don’t reoccur in the long run. And while
fatigue related to sinus congestion and discomfort is typical of hay fever, general aches and pains
throughout the body typically signal a cold.
Q: What are some Tallahassee-specific environmental allergens and how can I avoid them?
Tallahassee’s beloved live oak trees are largely to blame for its high pollen concentrations. Area Cedar
and Juniper trees contribute, too, with longer, cooler winters and increasingly wet weather stimulating
extra pollen production. News stations provide forecasts of allergens in the air, indexing the risk to
allergy sufferers based on grains of pollen per square meter of air. Consulting these forecasts, avoiding
the outdoors early in the morning, and maintaining a clean, dust-free living environment are some of
the best defenses against prolonged hay fever symptoms.
Q: Can my allergies make me develop asthma?
The inhalation of airborne allergens can trigger a number of immune system reactions, including
asthma. With allergic asthma, the lungs’ overreaction to contact with pollen, dust or tobacco smoke
causes airway inflammation, mucus over-production and spasms in the muscles surrounding the
airways. These symptoms, or asthma attacks, can cause dangerous obstructions in the lungs. Individuals
21. with allergic asthma are especially encouraged to avoid triggers, are often prescribed bronchodilators to
use in case of asthma attacks, and are strong candidates for allergy shots, or immunology.
22. Media Alert
CONTACT: Jocelyn Givens
PHONE: (850) 431-5894
OFFICE: 1308 Hodges Drive, Tallahassee, FL 32308
Tallahassee Memorial HealthCare Hosts Stroke Risk Screening at
Gadsden Outpatient Rehabilitation Center
WHO: Tallahassee Memorial HealthCare
WHAT: In observance of Stroke Awareness Month, Tallahassee Memorial HealthCare
is hosting a community stroke risk screening at Gadsden Outpatient
Rehabilitation Center. The event, which is free and open to the public, highlights
the many preventable risk factors for stroke and includes the following
screenings:
Weight and blood pressure
Lipid panel
Diabetes education
Strength and balance testing
Smoking cessation counseling
Diet and nutrition education
Medicine evaluation
WHEN: Saturday, May 31, from 10 AM to 2 PM.
WHERE: Gadsden Outpatient Rehabilitation Center, 16 W. Washington St., Quincy, Fla.
Founded in 1948, Tallahassee Memorial HealthCare (TMH) is a private, not-for-profit
community healthcare system committed to transforming care, advancing health, and
improving lives with an ultimate vision of leading the community to be the healthiest in the
nation. Serving a 17-county region in North Florida and South Georgia, TMH is comprised of
a 772-bed acute care hospital, a psychiatric hospital, multiple specialty care centers, three
residency programs, 22 affiliated physician practices, and partnerships with Doctors’
Memorial Hospital, Florida State University College of Medicine, UF Health, and Weems
Memorial Hospital. TMH has the area’s only designated Level II Trauma Center, Brain and
Spinal Cord Injury Program, Pediatric Intensive Care Unit and accredited community hospital
cancer program. In addition, TMH has an Accredited Chest Pain Center and a Primary
Stroke Center certified by the Joint Commission. For more information, visit www.tmh.org.
###
23. 1
PAIN MANAGEMENT LANDING PAGE
Introduction content block (title: Center for Pain Management)
Control your pain. Don’t let your pain control you. The Tallahassee Memorial Center for Pain
Management is a state-of-the-art surgical facility offering a comprehensive pain management program
to help patients cope with the debilitating effects of chronic pain.
Featured Area (title: Our Services)
Feature One Photo: senior playing tennis.jpg
Feature One Title: Neck and arm pain
Feature One Caption: Cervical epidural steroid injection
>>Read more (new page—2 column wide right wireframe): Page Title: Cervical Epidural
Steroid Injection
Additional Copy Content:
The cervical epidural steroid injection is a procedure to help relieve neck and arm pain. It works
by reducing inflammation of irritated nerves within the spinal canal. These nerves can be
irritated as a result of a herniated cervical disc or because of degeneration of the spine. The
discs are "cushions" between the vertebrae that can degenerate as a result of injury or
advanced age. When a disc loses its integrity, it can spill irritating chemicals onto spinal nerves
and it can also cause direct pressure effects. Degeneration causes nerve irritation because this
degenerating process narrows the canals where the nerves lie.
The benefits
This procedure is very safe with the potential benefits of decreased pain, decreased
numbness/tingling, and increased mobility. As with any procedure, there are risks involved
including infection, bleeding, nerve injury, and worsened pain. Side effects are rare due to the
small doses of steroids used. Possible side effects include: increases in blood sugar, weight gain,
water retention, and suppression of the body's own production of cortisone.
The procedure
The procedure itself is performed at an outpatient surgery center. Usually, an IV (intravenous)
line is started preoperatively in order to give the patient mild sedation.
The patient is then brought to the procedure suite and placed in the prone (face down)
position.
The skin is cleansed with an antiseptic solution and drapes are placed to keep a sterile
field.
To be as precise as possible, the physician uses an x-ray machine to visualize the spinal
anatomy.
Next, the skin and subcutaneous tissues are anesthetized with a local anesthetic.
An epidural needle is then inserted and advanced to the area surrounding the spinal
cord and the nerves coming out of it, which is called the epidural space.
Contrast "dye" may be used to assure proper needle position as it outlines the intended
target.
During the injection of steroid, the patient may feel slight discomfort from the pressure
effects of the injected solution.
This entire procedure may take 10-15 minutes.
24. 2
After the procedure is over, the patient is taken to the recovery area for approximately
30 minutes before being discharged.
After the procedure
After the procedure, there may be some slight discomfort from the mechanical process of
needle insertion or from pressure effects from the solution. Usually the procedure is very well
tolerated and patients can resume their normal activities the next day. The steroid takes
approximately 1-2 days to take effect, so patients should not expect any immediate benefit. It is
not infrequent that it takes 2 to 3 epidural steroid injections to obtain the most benefit.
Feature Two Photo: marathon.jpg
Feature Two Title: Lower back and leg pain
Feature Two Caption: Lumbar epidural steroid injection
>>Read more (new page—2 column wide right wireframe): Page Title: Lumbar Epidural Steroid
Injection
Additional Copy Content:
A lumbar epidural steroid injection is a procedure to help relieve low back and leg pain. It works
by reducing inflammation of irritated nerves within the spinal canal. These nerves can be
irritated as a result of a herniated lumbar disc or because of degeneration of the spine. The discs
are "cushions" between the vertebrae that can degenerate as a result of injury or advanced age.
When a disc loses its integrity, it can spill irritating chemicals onto spinal nerves and it can also
cause direct pressure effects. Arthritis causes nerve irritation because this degenerating process
narrows the canals where the nerves lie.
The benefits
An epidural steroid injection is very safe with potential benefits of decreased pain, decreased
numbness/tingling, and increased mobility. As with any procedure, there are risks involved
including infection, bleeding, nerve injury, and worsened pain. There are also possible side
effects relating to the steroid itself including: increases in blood sugar, weight gain, water
retention, and suppression of the body's own production of cortisone.
The procedure
The procedure itself is performed at an outpatient surgery center. Usually, an IV (intravenous)
line is started preoperatively in order to give the patient mild sedation.
The patient is then brought to the procedure suite and placed in the prone (face down)
or seated position.
The skin is cleansed with an antiseptic solution and drapes are placed to keep a sterile
field.
To be as precise as possible, the physician uses an x-ray machine to visualize the spinal
anatomy.
Next, the skin and subcutaneous tissues are anesthetized with a local anesthetic
(lidocaine).
An epidural needle is then inserted and advanced to the area surrounding the spinal
cord and the nerves coming out of it, which is called the epidural space.
Contrast "dye" may be used to assure proper needle position as it outlines the intended
target.
25. 3
During the injection of steroid, the patient may feel slight discomfort from the pressure
effects of the injected solution.
This entire procedure may take 10-15 minutes.
After the procedure is over, the patient is taken to the recovery area for approximately
30 minutes before being discharged.
After the procedure
After the procedure, there may be some slight discomfort from the mechanical process of
needle insertion or from pressure effects from the solution. Usually the procedure is very well
tolerated and patients can resume their normal activities the next day. The steroid takes
approximately 24-48 hours to take effect, so patients should not expect any immediate benefit.
It is not infrequent that it takes 2 to 3 epidural steroid injections to obtain the most benefit.
Feature Three Photo: concerned woman.jpg
Feature Three Title: Chronic widespread pain
Feature Three Caption: Spinal cord stimulation
>>Read more (new page—2 column wide right wireframe): Page Title: Spinal Cord Stimulators
Additional Copy Content:
A spinal cord stimulator is an advanced treatment for chronic pain. With this therapy, a small
implanted device generates electrical signals within the spinal cord. Pain messages are then
changed before they are sent to the brain. Previous areas of pain are replaced with a different
sensation. Usually patients describe this is a tingling feeling.
Candidates for the procedure
A potential candidate for spinal stimulation will undergo a trial procedure. The trial determines
if a patient is a candidate for surgical implantation. The patient should obtain good pain relief
and feel comfortable with the sensations of stimulation. During the trial, the patient will be:
Placed face down (prone) on a procedure table and will be given light sedation.
The patient has to be awake enough to communicate with the surgeon.
The surgeon will use an x-ray machine to visualize the spinal anatomy.
Next, local anesthetic will be given to numb the skin and subcutaneous tissues.
After that, a special needle will be placed just outside the spinal cord.
A wire or lead will then be threaded through the needle along the spinal canal.
The patient will then tell the surgeon where stimulation is felt and the wire/lead will be
adjusted appropriately.
The needle is then pulled out, leaving the wire/lead in place. Thus, there will be a wire
coming out of the skin which will be taped down. This will be attached to an external
battery and stimulator generator.
The patient will then go home for several days to assess the amount of pain relief.
Upon return to the doctor's office, the trial wire/lead will be pulled out.
Treatment decisions
At this point, a decision will be made on whether or not to proceed to implantation based on
the results of the trial. Should the decision be made to do an implantation, the procedure will be
done at Tallahassee Memorial Hospital. Spinal cord stimulators can significantly decrease pain,
but as with any surgical procedure, there are risks involved. These include infection, bleeding,
26. 4
injury to the spinal cord, equipment failure, or future lack of benefit. It should also be noted that
after implantation the patient will no longer be able to have a MRI. Prior to implantation, the
patient will also be referred to a psychologist. The psychologist will assess the patient's
understanding and expectations of the procedure.
The procedure
For implantation, the wire/lead will be placed just as during the trial. However, the lead will be
connected to a small battery placed underneath the skin. The battery is placed in either the
upper buttock or abdomen. The patient will also have a remote device that controls the
generator. Today, most batteries implanted are rechargeable. From time to time, the patient
will have to recharge the battery at home using a remote control device. The remote control
device is placed on top of the skin, overlying the implanted battery, and the battery's energy is
restored over a few hours.
Feature Four Photo: painful joints.jpg
Feature Four Title: Focal neck and back pain
Feature Four Caption: Radiofrequency lesioning
>>Read more (new page—2 column wide right wireframe): Page Title: Radiofrequency
lesioning
Additional Copy Content:
Radiofrequency lesioning is a procedure in which sensory nerves are purposefully altered by a
heated probe. This technique is usually performed for focal back or neck pain caused by
degenerative facet joints. Facet joints are true synovial joints which connect the posterior spinal
column. They are subject to degeneration and inflammation and become a very common cause
of pain, especially in the elderly. Each facet joint is innervated by 2 sensory nerves and their
location is predictable along the bony spine. A diagnostic block of each nerve with local
anesthetic will determine if the presumed facet joint is the cause of pain. If the patient obtains
pain relief after the diagnostic block, then the patient will return for the radiofrequency
lesioning procedure.
The aim of radiofrequency lesioning is improved pain and function. The procedure is not
permanent however with recent literature stating an average pain relief of 9 months and in
some cases a longer period of time. As with any procedure, there are potential risks including:
infection, bleeding, nerve injury, and worsened pain.
The procedure is performed at the outpatient surgery center. An IV (intravenous) line is started
preoperatively in order to give the patient mild sedation. The patient is then brought to the
procedure suite and placed in the prone (face down) position. The skin is cleansed with an
antiseptic solution and drapes are placed to keep a sterile field. The physician uses an x-ray
machine to visualize the spinal anatomy and intended targets. Next, the skin and subcutaneous
tissues are anesthetized with a local anesthetic. A special needle is then inserted and placed
next to the sensory nerve. Sensory and motor testing is then performed by a special machine
which informs the physician of his proximity to the sensory nerve. When appropriate, the
physician will give some local anesthetic prior to heating the needle. The lesioning (heating)
process itself only takes 90 seconds.
27. 5
After the procedure, there may be some slight discomfort from the process of needle insertion.
Usually the procedure is very well tolerated and patients can resume their normal activities the
next day. The full effect can take several days, so the patient may not perceive any immediate
benefit. Radiofrequency lesioning can be repeated on an as needed basis.
Optional Text Block Area
Tab One Title: About Us
At the Tallahassee Memorial Center for Pain Management, our goal is to improve the quality of life of
those who needlessly suffer from acute and/or chronic pain. Our physicians specialize in the treatment
of:
Back pain
Neck and shoulder pain
Knee pain
Sciatica
Arthritis pain
Osteoporosis pain
Phantom pain
Cancer pain
Pain from auto accident injuries
Regional pain syndromes
Our specially-equipped outpatient surgery center enables us treat a wide range of painful conditions on-
site both safely and effectively, while our team of professional personnel and their passion for our
patients helps us provide the highest quality care.
Tab Two Title: Our History
Born out of a need for specialty pain management services in our community, Tallahassee Memorial
HealthCare became part-owner of Tallahassee Neurosurgery Pain Management in 2005, founding the
Tallahassee Memorial Center for Pain Management.
Tab Three Title: Contact Us
Tallahassee Memorial Center for Pain Management
Mahan Oaks Center
2824-2 Mahan Dr., Tallahassee, FL 32308
(850) 558-1270
(Google map pictured, hyperlinked, right aligned)
Static Feature Area (title: Meet the Physicians)
Feature One Photo: Dr. Mullin headshot
Feature One Title: Dr. Vildan Mullin
Feature One Caption: Pain management specialist
>>Read more (new page—2 column wide right wireframe): Page Title: About Vildan Mullin,
M.D.
Additional Copy Content:
(Dr. Mullin’s headshot left-aligned, text wrapped)
Dr. Vildan Mullin comes to us from the University of Michigan where he was the founder and
Director of the Pain Center. This was the first pain center in the Midwest and has become one of
the country’s top pain treatment facilities. He was appointed to the Advisory Board of the
Governor in Michigan where he assisted in establishing regulations for pain management.
28. 6
He completed his undergraduate studies and medical degree at the University of Istanbul,
followed by an internship at Henry Ford Hospital in Detroit, Michigan. He subsequently did a
year of surgical residency at Sinai Hospital of Detroit, his anesthesia residency at the University
of Michigan and his Pain Clinic Fellowship at the University of Virginia in Charlottesville. Dr.
Mullin joined Tallahassee Neurological Clinic’s Division of Pain Management in August 2003.
Dr. Mullin is Board Certified by the American Board of Anesthesiology and is Board Certified in
Pain Management.
Feature Two Photo: Dr. Fuhrmeister headshot
Feature Two Title: Dr. Joshua Fuhrmeister
Feature Two Caption: Pain management specialist
>>Read more (new page—2 column wide right wireframe): Page Title: About Joshua
Fuhrmeister, M.D.
Additional Copy Content:
(Dr. Fuhrmeister’s headshot left-aligned, text wrapped)
Dr. Joshua Fuhrmeister joined the Tallahassee Neurological Clinic Division of Pain Management
in July 2006. Born and raised in Iowa City, IA, he completed his undergraduate education in
Engineering at the University of Iowa. He then graduated from the University of Iowa College of
Medicine in May 2001 and went on to complete his Internship and Residency at the University
of Florida.
Dr. Fuhrmeister completed his Fellowship in Pain Medicine at the Mayo Clinic of Jacksonville in
June 2006. Dr. Fuhrmeister is Board Certified by the American Board of Anesthesiology and is
Board Certified in Pain Management.
Feature Three Photo: Dr. Mastaw headshot
Feature Three Title: Dr. Gerald Mastaw
Feature Three Caption: Pain management specialist
>>Read more (new page—2 column wide right wireframe): Page Title: About Gerald Mastaw,
M.D.
Additional Copy Content:
(Dr. Mastaw’s headshot left-aligned, text wrapped)
Dr. Jerry Mastaw joined Tallahassee Neurological clinic in August 2011. He was born and raised
in Southeast Michigan and obtained his medical degree from the University of Michigan. Upon
graduation, he chose to stay at the University of Michigan Medical Center to complete his
anesthesia residency. Following completion of his residency program, Dr. Mastaw joined the
U.S. Navy and was stationed at Cherry Point Marine Corp Air Station and Naval Hospital Rota,
Spain. In 2005, he deployed to Iraq for 8 months as an anesthesiologist in support of Operation
Iraqi Freedom. Dr. Mastaw left the Navy as Lieutenant Commander in 2009 and returned to the
University of Michigan to complete a one-year fellowship in Pain Medicine. He is a board
certified anesthesiologist and a board certified pain management physician.
29. 7
ORIGINAL COPY
Control your pain, don’t let your pain control you.
The Tallahassee Memorial Center for Pain Management offers a comprehensive pain management
program to help patients cope with the debilitating effects of pain. Our goal is to improve the quality of
life for people who needlessly suffer from chronic pain.
The physicians at the Tallahassee Memorial Center for Pain Management specialize in the treatment of
acute and chronic pain, including:
Back pain
Neck and shoulder pain
Knee pain
Sciatica
Arthritis pain
Osteoporosis pain
Phantom pain
Cancer pain
Pain from auto accident injuries
Regional pain syndromes
We are able to provide treatment for a wide range of painful conditions using a variety of approaches.
Many procedures can be performed on-site in our specially equipped outpatient surgery center.
About Us—The Tallahassee Center for Pain Management is an ambulatory surgical facility established to
provide surgical services in a safe, efficient, cost effective and user-friendly environment.
Mission—Provide quality elective ambulatory surgical care to promote the health and optimal function
required to lead active lives.
Vision—The Tallahassee Memorial Center for Pain Management will provide excellent ambulatory
surgical care in our community. We will be an ambulatory surgery healthcare provider of choice. We will
have a team of professional personnel who are passionate about patient care and committed to
continuously improving our services to our patients. A spirit of collaboration and trust is evident among
medical staff, nursing staff, administrative staff and ancillary personnel.
Corporate history—In 2003 neurologists and neurosurgeons in the Tallahassee Neurological Clinic met
to discuss the availability of pain management services within the Tallahassee community. Their patients
had experienced difficulty in obtaining such services and the physicians were seeking a solution. Dr.
Christopher Rumana felt that a facility dedicated to the delivery of pain management would also be
beneficial.
In July 2003 the building process began for the Tallahassee Neurosurgery Pain Management, an
ambulatory surgery center. In 2005 Tallahassee Memorial Healthcare became a 51% owner and the
surgery center is now called the Tallahassee Center for Pain Management.
The Tallahassee Memorial Center for Pain Management is AHCA and Medicare certified.
Cervical Epidural Steroid Injection
A cervical epidural steroid injection is a procedure to help relieve neck and arm pain. It works by
reducing inflammation of irritated nerves within the spinal canal. These nerves can be irritated as a
result of a herniated cervical disc or because of degeneration of the spine. The discs are "cushions"
between the vertebrae that can degenerate as a result of injury or advanced age. When a disc loses its
integrity, it can spill irritating chemicals onto spinal nerves and it can also cause direct pressure effects.
30. 8
Degeneration causes nerve irritation because this degenerating process narrows the canals where the
nerves lie.
An epidural steroid injection is very safe with potential benefits of decreased pain, decreased
numbness/tingling, and increased mobility. As with any procedure, there are risks involved including
infection, bleeding, nerve injury, and worsened pain. Side effects are rare due to the small doses of
steroids used. Possible side effects include: increases in blood sugar, weight gain, water retention, and
suppression of the body's own production of cortisone.
The procedure itself is performed at an outpatient surgery center. Usually, an IV (intravenous) line is
started preoperatively in order to give the patient mild sedation. The patient is then brought to the
procedure suite and placed in the prone (face down) position. The skin is cleansed with an antiseptic
solution and drapes are placed to keep a sterile field. To be as precise as possible, the physician uses an
x-ray machine to visualize the spinal anatomy. Next, the skin and subcutaneous tissues are anesthetized
with a local anesthetic. An epidural needle is then inserted and advanced to the area surrounding the
spinal cord and the nerves coming out of it, which is called the epidural space. Contrast "dye" may be
used to assure proper needle position as it outlines the intended target. During the injection of steroid,
the patient may feel slight discomfort from the pressure effects of the injected solution. This entire
procedure may take 10-15 minutes. After the procedure is over, the patient is taken to the recovery
area for approximately 30 minutes before being discharged.
After the procedure, there may be some slight discomfort from the mechanical process of needle
insertion or from pressure effects from the solution. Usually the procedure is very well tolerated and
patients can resume their normal activities the next day. The steroid takes approximately 1-2 days to
take effect, so patients should not expect any immediate benefit. It is not infrequent that it takes 2 to 3
epidural steroid injections to obtain the most benefit.
Lumbar Epidural Steroid Injection
A lumbar epidural steroid injection is a procedure to help relieve low back and leg pain. It works by
reducing inflammation of irritated nerves within the spinal canal. These nerves can be irritated as a
result of a herniated lumbar disc or because of degeneration of the spine. The discs are "cushions"
between the vertebrae that can degenerate as a result of injury or advanced age. When a disc loses its
integrity, it can spill irritating chemicals onto spinal nerves and it can also cause direct pressure effects.
Arthritis causes nerve irritation because this degenerating process narrows the canals where the nerves
lie.
An epidural steroid injection is very safe with potential benefits of decreased pain, decreased
numbness/tingling, and increased mobility. As with any procedure, there are risks involved including
infection, bleeding, nerve injury, and worsened pain. There are also possible side effects relating to the
steroid itself including: increases in blood sugar, weight gain, water retention, and suppression of the
body's own production of cortisone.
The procedure itself is performed at an outpatient surgery center. Usually, an IV (intravenous) line is
started preoperatively in order to give the patient mild sedation. The patient is then brought to the
procedure suite and placed in the prone (face down) or seated position. The skin is cleansed with an
antiseptic solution and drapes are placed to keep a sterile field. To be as precise as possible, the
physician uses an x-ray machine to visualize the spinal anatomy. Next, the skin and subcutaneous tissues
are anesthetized with a local anesthetic (lidocaine). An epidural needle is then inserted and advanced to
31. 9
the area surrounding the spinal cord and the nerves coming out of it, which is called the epidural space.
Contrast "dye" may be used to assure proper needle position as it outlines the intended target. During
the injection of steroid, the patient may feel slight discomfort from the pressure effects of the injected
solution. This entire procedure may take 10-15 minutes. After the procedure is over, the patient is taken
to the recovery area for approximately 30 minutes before being discharged.
After the procedure, there may be some slight discomfort from the mechanical process of needle
insertion or from pressure effects from the solution. Usually the procedure is very well tolerated and
patients can resume their normal activities the next day. The steroid takes approximately 24-48 hours to
take effect, so patients should not expect any immediate benefit. It is not infrequent that it takes 2 to 3
epidural steroid injections to obtain the most benefit.
Spinal Cord Stimulators
A spinal cord stimulator is an advanced treatment for chronic pain. With this therapy, a small implanted
device generates electrical signals within the spinal cord. Pain messages are then changed before they
are sent to the brain. Previous areas of pain are replaced with a different sensation. Usually patients
describe this is a tingling feeling.
A potential candidate for spinal stimulation will undergo a trial procedure. The trial determines if a
patient is a candidate for surgical implantation. The patient should obtain good pain relief and feel
comfortable with the sensations of stimulation. During the trial, the patient will be placed face down
(prone) on a procedure table and will be given light sedation. The patient has to be awake enough to
communicate with the surgeon. The surgeon will use an x-ray machine to visualize the spinal anatomy.
Next, local anesthetic will be given to numb the skin and subcutaneous tissues. After that, a special
needle will be placed just outside the spinal cord. A wire or lead will then be threaded through the
needle along the spinal canal. The patient will then tell the surgeon where stimulation is felt and the
wire/lead will be adjusted appropriately. The needle is then pulled out, leaving the wire/lead in place.
Thus, there will be a wire coming out of the skin which will be taped down. This will be attached to an
external battery and stimulator generator. The patient will then go home for several days to assess the
amount of pain relief. Upon return to the doctor's office, the trial wire/lead will be pulled out.
At this point, a decision will be made on whether or not to proceed to implantation based on the results
of the trial. Should the decision be made to do an implantation, the procedure will be done at
Tallahassee Memorial Hospital. Spinal cord stimulators can significantly decrease pain, but as with any
surgical procedure, there are risks involved. These include infection, bleeding, injury to the spinal cord,
equipment failure, or future lack of benefit. It should also be noted that after implantation the patient
will no longer be able to have a MRI. Prior to implantation, the patient will also be referred to a
psychologist. The psychologist will assess the patient's understanding and expectations of the
procedure.
For implantation, the wire/lead will be placed just as during the trial. However, the lead will be
connected to a small battery placed underneath the skin. The battery is placed in either the upper
buttock or abdomen. The patient will also have a remote device that controls the generator. Today,
most batteries implanted are rechargeable. From time to time, the patient will have to recharge the
battery at home using a remote control device. The remote control device is placed on top of the skin,
overlying the implanted battery, and the battery's energy is restored over a few hours.
Radiofrequency Procedure
32. 10
Radiofrequency lesioning is a procedure in which sensory nerves are purposefully altered by a heated
probe. This technique is usually performed for focal back or neck pain caused by degenerative facet
joints. Facet joints are true synovial joints which connect the posterior spinal column. They are subject
to degeneration and inflammation and become a very common cause of pain, especially in the elderly.
Each facet joint is innervated by 2 sensory nerves and their location is predictable along the bony spine.
A diagnostic block of each nerve with local anesthetic will determine if the presumed facet joint is the
cause of pain. If the patient obtains pain relief after the diagnostic block, then the patient will return for
the radiofrequency lesioning procedure.
The aim of radiofrequency lesioning is improved pain and function. The procedure is not permanent
however with recent literature stating an average pain relief of 9 months and in some cases a longer
period of time. As with any procedure, there are potential risks including: infection, bleeding, nerve
injury, and worsened pain.
The procedure is performed at the outpatient surgery center. An IV (intravenous) line is started
preoperatively in order to give the patient mild sedation. The patient is then brought to the procedure
suite and placed in the prone (face down) position. The skin is cleansed with an antiseptic solution and
drapes are placed to keep a sterile field. The physician uses an x-ray machine to visualize the spinal
anatomy and intended targets. Next, the skin and subcutaneous tissues are anesthetized with a local
anesthetic. A special needle is then inserted and placed next to the sensory nerve. Sensory and motor
testing is then performed by a special machine which informs the physician of his proximity to the
sensory nerve. When appropriate, the physician will give some local anesthetic prior to heating the
needle. The lesioning (heating) process itself only takes 90 seconds.
After the procedure, there may be some slight discomfort from the process of needle insertion. Usually
the procedure is very well tolerated and patients can resume their normal activities the next day. The
full effect can take several days, so the patient may not perceive any immediate benefit. Radiofrequency
lesioning can be repeated on an as needed basis.
Vildan Mullin, M.D.
Dr. Vildan Mullin comes to us from the University of Michigan where he was the founder and Director of
the Pain Center. This was the first pain center in the Midwest and has become one of the country’s top
pain treatment facilities. He was appointed to the Advisory Board of the Governor in Michigan where he
assisted in establishing regulations for pain management.
He completed his undergraduate studies and medical degree at the University of Istanbul, followed by
an internship at Henry Ford Hospital in Detroit, Michigan. He subsequently did a year of surgical
residency at Sinai Hospital of Detroit, his anesthesia residency at the University of Michigan and his Pain
Clinic Fellowship at the University of Virginia in Charlottesville. Dr. Mullin joined Tallahassee
Neurological Clinic’s Division of Pain Management in August 2003.
Dr. Mullin is Board Certified by the American Board of Anesthesiology and is Board Certified in Pain
Management.
Joshua Fuhrmeister, M.D.
Dr. Joshua Fuhrmeister joined the Tallahassee Neurological Clinic Division of Pain Management in July
2006. Born and raised in Iowa City, IA, he completed his undergraduate education in Engineering at the
33. 11
University of Iowa. He then graduated from the University of Iowa College of Medicine in May 2001 and
went on to complete his Internship and Residency at the University of Florida.
Dr. Fuhrmeister completed his Fellowship in Pain Medicine at the Mayo Clinic of Jacksonville in June
2006. Dr. Fuhrmeister is Board Certified by the American Board of Anesthesiology and is Board Certified
in Pain Management.
Albert Lee, M.D.
Dr. Albert Lee joined Tallahassee Neurological Clinic in May, 2004. Born and raised in Providence, RI, he
completed his undergraduate education in biology at Harvard University in Cambridge, MA. After
completing three years of basic science research at Massachusetts General Hospital in Boston, MA, he
graduated with honors from Boston University School of Medicine. Dr. Lee then completed his
internship in general surgery and residency in neurosurgery at Massachusetts General Hospital, a
Harvard Medical School teaching hospital in Boston. He remained there on staff for six months after
serving as chief resident in the residency program. Dr. Lee then entered practice in neurosurgery in
Naples, FL for two and a half years before being recruited to join the group here in Tallahassee. On June
14, 2005 Dr. Lee successfully completed the certification exam and is fully Board Certified by the
American Board of Neurological Surgery.
Christopher Rumana, M.D.
Dr. Christopher Rumana joined the Tallahassee Neurological Clinic practice in 1998. He was interviewed
and selected by Dr. Mark Vogter as a neurosurgeon who would make an immediate contribution to
quality healthcare in this community. Dr. Rumana earned his Undergraduate and Medical School
degrees from Northwestern University. He completed his neurosurgical residency training at Baylor
College of Medicine in Houston, Texas. During his residency he received the distinguished Mayfield
Award for Research. On November 22, 2000, Dr. Rumana successfully completed the certification exam
and is considered Board Certified by the American Board of Neurological Surgery and is a fellow of the
American College of Surgeons.
Matthew Lawson, M.D.
Dr. Matthew Lawson joined the Tallahassee Neurological Clinic in 2012, after working as a Neurosurgeon
at the University of Florida. For his undergraduate studies, Dr. Lawson attended Harvard University and
graduated magna cum laude with a degree in biochemical sciences in 2000. He then attended the
University of Florida and received his medical degree cum laude in 2004. During medical school he was
inducted into the Alpha Omega Alpha (AOA) honor society.
In July 2006, Dr. Lawson became a resident in Neurosurgery following several years of training in a
combined general surgery/plastic and reconstructive surgery program. During his Neurosurgical training
at UF he completed an 18-month dedicated fellowship in Endovascular Neurosurgery under the
direction of Drs. Brian Hoh, J Mocco, and Chris Firment. This specialized training qualifies Dr. Lawson to
treat complex cerebrovascular disorders such as intracranial aneurysms, arteriovenous malformations
(AVMs), and acute stroke. After residency, he remained on staff at UF for six months as a Neurosurgeon.
In addition to General Neurosurgery, Dr. Lawson provides subspecialized care in Endovascular and
Cerebrovascular Surgery. Dr. Lawson performs many neurosurgical procedures, including: Diagnostic
Cerebral Angiography, Endovascular Interventions, Intracranial Aneurysm Coiling, AVM Embolization,
Tumor Embolization, Intracranial Angioplasty and Stent Placement, Carotid Artery Angioplasty and Stent
Placement and Emergent Intervention for treatment of acute stroke.
34. 12
Gerald Mastaw, M.D.
Dr. Jerry Mastaw joined Tallahassee Neurological clinic in August 2011. He was born and raised in
Southeast Michigan and obtained his medical degree from the University of Michigan. Upon graduation,
he chose to stay at the University of Michigan Medical Center to complete his anesthesia residency.
Following completion of his residency program, Dr. Mastaw joined the U.S. Navy and was stationed at
Cherry Point Marine Corp Air Station and Naval Hospital Rota, Spain. In 2005, he deployed to Iraq for 8
months as an anesthesiologist in support of Operation Iraqi Freedom. Dr. Mastaw left the Navy as
Lieutenant Commander in 2009 and returned to the University of Michigan to complete a one-year
fellowship in Pain Medicine. He is a board certified anesthesiologist and a board certified pain
management physician.
35. CONTACT: Michelle Rehbein FOR IMMEDIATE RELEASE
Cooper Tire & Rubber Company December 18, 2012
(419) 423-1321
mrrehbein@coopertire.com
Cooper Tire’s $25,000 Shootout Event
Supports HEROS Youth Hockey Charity in Canada
FINDLAY, OHIO, DECEMBER 18, 2012 – Cooper Tire & Rubber Company (NYSE: CTB) partnered with
Hockey Education Reaching Out Society (HEROS) to host a youth hockey clinic and prize shootout on
December 17, 2012. During this event, Cooper Tire provided participants with a pizza party, Christmas
gifts and presented a $25,000 donation to the HEROS program. The donated funds were raised by
Cooper Tire’s “Take The Money and Ride” Canadian rebate program.
Cooper Tire teamed up with Hockey Education Reaching Out Society (HEROS) in August 2012 as a
featured partner with a multiyear sponsorship agreement. HEROS is a registered Canadian charitable
organization committed to empowering children through ice hockey, using the game as a catalyst to teach
youth the importance of education, self-esteem and life skills training.
Since 1999, HEROS has worked with more than 3,200 children to make education enjoyable and help
dreams become a reality. Focusing on boys and girls of diverse economic backgrounds throughout
Canada, the program provides a positive environment where every child is a HERO. As participants are
hand-picked for the program by their teachers, HEROS works closely with schools in Vancouver,
Sunshine Coast, Calgary, Edmonton, Winnipeg, Toronto and Montreal.
“HEROS is an incredible organization, teaching children to value education and hard work – two pillars
we value at Cooper Tire," said Chris Ostrander, Cooper Tire President of North America Tire Operations.
For every consumer that donates a portion of their reward from the Take the Money & Ride Event,
Cooper Tire will also make a matching donation.”
Cooper Tire encouraged Canadian consumers to contribute to HEROS during the Take the Money & Ride
promotion, August 24 through November 6. Consumers were eligible to receive up to a $75 Visa
®
Pre-
Paid Card when purchasing a new set of four qualifying Cooper tires through participating dealers in
Canada, with the option to donate $5 of the reward to the HEROS charity. Cooper Tire matched each $5
donation received, up to an aggregate of $25,000 in matching donations.
The lineup of eligible Cooper products for the Take the Money & Ride promotion include:
CS4 Touring
Discoverer A/T3
Discoverer CTS
Discoverer H/T and H/T Plus
Consumers can obtain full terms, conditions and other details, and get an official mail-in form by visiting a
local Cooper Tire dealer. Rewards can be tracked at www.coopertirerebates.ca after August 24. Visit
www.coopertire.ca for a convenient dealer locator tool to find a local dealer.
36. About Cooper Tire & Rubber Company
Cooper Tire & Rubber Company (Cooper) is the parent company of a global family of companies that
specialize in the design, manufacture, marketing, and sales of passenger car and light truck tires. Cooper
has joint ventures, affiliates and subsidiaries that also specialize in medium truck, motorcycle and racing
tires. Cooper's headquarters is in Findlay, Ohio, with manufacturing, sales, distribution, technical and
design facilities within its family of companies, located in 10 countries around the world. For more
information on Cooper, visit www.coopertire.com, www.facebook.com/coopertire or
www.twitter.com/coopertire.
###