Brussels, 29 September 2026 – Young, fit or seemingly healthy does not mean cardiovascular disease or stroke are off the table. This World Heart Day, the European Alliance for Cardiovascular Health (EACH) is launching Look Beyond the Usual, a new campaign aiming to raise awareness of cardiovascular disease in younger people and ultimately improve its recognition.
Young people can and do experience cardiovascular disease, but they may not fit the image of the “typical” cardiovascular patient. Symptoms can be attributed to more familiar explanations such as stress, anxiety, tiredness or lifestyle before a cardiovascular cause is considered.
Recognising cardiovascular symptoms early can make a significant difference to outcomes. This is particularly important in time-sensitive conditions such as stroke. Dr Michele Romoli, neurologist and Young EACH representative, said: “Nearly one in ten young adults with ischaemic stroke may initially be misdiagnosed. When neurological symptoms appear suddenly, stroke must remain in view: early recognition offers the best chance of preserving cognition, function and independence.”
Look Beyond the Usual challenges assumptions about what a person with cardiovascular disease is expected to look like. With a particular focus on frontline and emergency-care settings, the campaign encourages healthcare professionals to look beyond age and appearances when symptoms warrant further attention.
At the heart of the campaign is a call to action:
PAUSE. RECONSIDER. REASSESS.
- Pause: Don’t let appearances alone shape clinical judgement.
- Reconsider: Could the symptoms be telling a cardiovascular story?
- Reassess: Go back to family history, signs and symptoms. If something still doesn’t add up, investigate further, refer or escalate.
Looking beyond the expected patient
The campaign speaks primarily to healthcare professionals working in emergency departments, primary care, urgent care and other first-contact settings, where early recognition and appropriate assessment can be critical. It also aims to challenge the wider misconception among young people, families and the public that cardiovascular disease is primarily a condition of older age.
Through a campaign video, social media materials and condition-specific resources, Look Beyond the Usual will highlight how assumptions can influence the way symptoms are interpreted and encourage a closer look when something does not add up.
About EACH
The European Alliance for Cardiovascular Health (EACH) brings together 22 leading European and international organisations to promote cardiovascular health as a policy priority at EU level. The Alliance provides a platform to aggregate knowledge and expertise of key stakeholders active in the field of cardiovascular health, and to advise and guide policymakers. The Alliance calls for greater focus on improving cardiovascular health and reducing the burden of cardiovascular disease at European level.
About young EACH
Young EACH is the youth-focused platform within the European Alliance for Cardiovascular Health, bringing together representatives from EACH partner organisations working on young populations and young people with lived experience. Its objective is to ensure that the cardiovascular health needs, experiences and perspectives of younger generations are reflected in awareness, advocacy and policy action.
For more information, please contact:
Sophie Millar, EACH Secretariat, at each@escardio.org