Question: why is a prestigious, leading-edge heart research institute pounding the pavement to promote a Florida license tag? True, it is one of only two health promoting specialty plates in the state. True, it is the only license plate nationwide to promote heart health. But what do these scientist/physicians at the Florida Heart Research Institute, who explore genetics of cardiovascular disease, investigate the potential of bone marrow stem cells to promote cardiac regeneration, seek novel methods to treat atherosclerosis and congestive heart failure – what do they know about selling license plates? Are why do they care?

Interestingly enough, the Florida Heart Research Institute’s “Stop Heart Disease” license plate is a unique example of “translational research.” How can we deliver a simple message that will convey the importance of each individual’s potential to prevent heart disease, while at the same time supporting the research that will open key new frontiers of knowledge? First, rather than esoteric pronouncements that are well founded but never heard nor understood, we sought a medium that will reach virtually every Floridian virtually every day of his or her life. Even more importantly, the plate is accessible and inexpensive (just $25 extra), readily available (phone: 866-HRT-TAGS; on line: www.heartplate.org; or through your local tax collector or tag agency), and increasingly visible on cars throughout the state.

The message? Cardiovascular disease, the leading cause of death in men and women in this country and much of the Western world (and increasingly in the remainder of the world) is largely preventable. Yes, you can literally “stop heart disease.” Simple, inexpensive things which are readily available to virtually everyone can make an enormous difference. A diet which emphasizes complex carbohydrates (of low glycemic index) associated with high fiber (fresh fruits, vegetables and whole grains), absence of trans fatty acids (avoid fat which is solid at room temperature), moderate portions and regular exercise, smoking cessation and risk factor awareness are all achievable at a price which dwarfs the latest technological interventional advances. Maybe a visit to your doctor before trouble arises to be certain that blood pressure and cholesterol levels are optimized, an organized program of stress management (and maybe even a nice glass of red wine with your delicious and heart healthy dinner), and you can spare yourself the rigors of multiple tests, interventions and expenses.

You are not alone. Just as more and more Floridians sport this attractive new plate, more and more people are becoming committed to cardiac prevention. The composite force of multiple “right” decisions creates new markets. Shelves in the grocery are sporting increasing numbers of attractive healthier options. Exercise and stress management opportunities are becoming ubiquitous. The South Beach Diet is national best-seller.

Yes, there are enormous issues that need to be addressed in the administration and economics of health care. Problems of quality, affordability and availability plague administrators and politicians, while doctors struggle to incorporate rapidly expanding knowledge and meet increasing demands in the face of decreasing compensation. Researchers open new vistas of exploration and treatment never previously imaginable, while payers cringe at the impact on the bottom line. However, in the face of all of this tumult, the most critical decisions about the health of your heart will be made by you. Is your heart in the right place? Look at the plate—think about that “happy heart”—it could be yours.