MINNEAPOLIS, Minn., June 26, 2026 - A new statewide stroke awareness campaign aims to break down cultural and language barriers that can delay 911 calls - when every second matters for a condition that remains a leading cause of death in Minnesota and nationwide. Developed with Hmong, Karen and Somali residents, the effort is led by the American Heart Association, a relentless force changing the future of health for everyone everywhere, and focuses on improving rapid response to stroke symptoms across communities. The overarching campaign carries one urgent, life-saving message: when the signs of stroke appear, don't wait. Call 911 immediately. How that message is communicated, including the language, the stories, and the faces on screen, is uniquely tailored to each community it serves. The "Don't Wait. Call 911" campaign was launched by the Heart Association, with grant funding by The Leona M. and Harry B. Helmsley Charitable Trust. Before a single ad was written or video was filmed, in-depth focus groups with members of the Hmong, Karen, and Somali communities were conducted.
MINNEAPOLIS, Minn., June 26, 2026 - A new statewide stroke awareness campaign aims to break down cultural and language barriers that can delay 911 calls - when every second matters for a condition that remains a leading cause of death in Minnesota and nationwide. Developed with Hmong, Karen and Somali residents, the effort is led by the American Heart Association, a relentless force changing the future of health for everyone everywhere, and focuses on improving rapid response to stroke symptoms across communities. The overarching campaign carries one urgent, life-saving message: when the signs of stroke appear, don't wait. Call 911 immediately. How that message is communicated, including the language, the stories, and the faces on screen, is uniquely tailored to each community it serves. The "Don't Wait. Call 911" campaign was launched by the Heart Association, with grant funding by The Leona M. and Harry B. Helmsley Charitable Trust.
Before a single ad was written or video was filmed, in-depth focus groups with members of the Hmong, Karen, and Somali communities were conducted. Participants shared what they knew and didn't know about stroke and the warning signs, but most importantly, their vision for this campaign. They talked openly about calling 911: concerns about language barriers, uncertainty about how emergency services work, and worry about what calling for help might mean for themselves or their families. They described the cultural contexts in which health decisions are made, and the trusted voices in their communities who hold influence.
"We made a deliberate choice to listen before we spoke," said Krista Moffett, American Heart Association - Twin Cities executive director. "Real health doesn't come from translating a generic message into another language. It comes from understanding a community's lived experience and building something that reflects it. And that's what this campaign is."
Each sub-campaign includes materials available in the community's native language and English:
Cardiovascular disease, including heart and stroke conditions, is the leading cause of death in the United States. The acute nature of strokes is particularly deadly and requires time-sensitive treatment to save lives and reduce lasting disability. Stroke is a leading cause of death in Minnesota, accounting for more than 2,300 deaths in 2021 . Many more Minnesotans are living with stroke-related disabilities.
This campaign marks a significant step forward in the Heart Association's commitment to reducing health disparities, meeting communities where they are with education that is culturally relevant and accessible.
In 2013, The Helmsley Charitable Trust provided a $4.6 million grant to support the launch of Mission: Lifeline STEMI in Minnesota to reduce treatment times for acute cardiac care in the cases of ST Segment Elevation Myocardial Infarction (STEMI). In 2024, The Helmsley Charitable Trust provided an additional $4.7 million grant to expand the existing statewide stroke system of care in Minnesota by building key bookends to the successful acute stroke efforts the state leads through the federal Paul Coverdell Program. This includes building a public health campaign and strengthening rehabilitation and recovery through the Post Acute Stroke Care Program.
Since 2010, The Helmsley Charitable Trust has committed $99.3 million to the Heart Association's mission. Helmsley's support has been foundational to improving statewide systems of care in the Upper Midwest, including Mission: Lifeline STEMI projects in seven states from 2010 to 2016 and the launch of Mission: Lifeline Stroke in Hawaii, Iowa, Minnesota, Nebraska, North Dakota, Montana and South Dakota.
About the American Heart Association The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public's health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for a century. During 2024 - our Centennial year - we celebrate our rich 100-year history and accomplishments. As we forge ahead into our second century of bold discovery and impact, our vision is to advance health and hope for everyone, everywhere. Connect with us on heart.org , Facebook , X or by calling 1-800-AHA-USA1.
About the Helmsley Charitable Trust The Leona M. and Harry B. Helmsley Charitable Trust aspires to improve lives by supporting exceptional efforts in the U.S. and around the world in health and select place-based initiatives. Since beginning active grantmaking in 2008, Helmsley has committed more than $4.6 billion for a wide range of charitable purposes. Helmsley's Rural Healthcare Program funds innovative projects that use information technologies to connect rural patients to emergency medical care, bring the latest medical therapies to patients in remote areas, and provide state-of-the-art training for rural hospitals and EMS personnel. To date, this program has awarded more than $850 million to organizations and initiatives in the states of Hawaii, Iowa, Minnesota, Montana, Nebraska, Nevada, North Dakota, South Dakota, Wyoming, and two U.S. Pacific territories, American Samoa and the Commonwealth of the Northern Mariana Islands. For more information, visit www.helmsleytrust.org .
For Media Inquiries: Olivia LaVoy: Olivia.lavoy@heart.org For Public Inquiries: 1-800-AHA-USA1 (242-8721) heart.org and stroke.org