Julia Bomfim's Writing Samples

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.

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

[email protected]

Michelle Rehbein

Cooper Tire & Rubber Company

(419) 423-1321

[email protected]

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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

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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.

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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.

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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

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

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

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.

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:

Nate Dickman

614-579-5937 [email protected]

(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***

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

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.

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-

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

For  more  information:    Julia  Bomfim    FSU  •  (954)  609-­‐3989  [email protected]    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.        

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.  

o 42%  of  victims  are  trapped  by  suction  o 41%  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  o Turn  off  pump  o Free  the  trapped  person  o Understand  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    

o African-­‐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    

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.      

                                                                                                               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/  

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

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.

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.

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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.

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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.

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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,

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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.

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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.

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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.

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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.

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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

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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

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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

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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.

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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.

CONTACT: Michelle Rehbein FOR IMMEDIATE RELEASE Cooper Tire & Rubber Company December 18, 2012 (419) 423-1321 [email protected]

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.

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.

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