DEFEAT THE HEAT: FIRST-EVER CAMPAIGN TO PROTECT SPORTS ACTIVE KIDS FROM HEAT ILLNESS LAUNCHES Survey Reveals Parents Lack Understanding of Dehydration Risks Among Active Kids

The goal of Defeat the Heat is to prevent dehydration and heat illness in active kids as the summer sports season begins. Defeat the Heat is the first ever public safety campaign launched through a partnership of the National Safe Kids Campaign, the National Association of Athletic Trainers and Gatorade.

WASHINGTON, D.C. (PRWEB) June 12, 2002 -- Ten-year-old football player Abe Howe, one of 30 million active kids in the United States, learned the hard way how quickly dehydration and heat illness can strike when he collapsed on the field and required immediate medical attention. To help shed light on this serious health risk, Abe and his mom helped the National SAFE KIDS Campaign, the National Athletic Trainers Association (NATA) and Gatorade launch Defeat the Heat, a public safety campaign designed to alert parents of the dangers of dehydration and heat illness among active kids and provide information on prevention.
Dehydration is a serious medical concern that in extreme cases, can lead to death," said
Dr. Martin Eichelberger, president and founder of the National SAFE KIDS Campaign and director of Emergency Trauma and Burn Services at Childrens National Medical Center. Active kids who dont drink enough are most at risk. The good news is children who drink fluids regularly can prevent dehydration and a trip to the emergency room."
Although children are more susceptible to dehydration and heat illness than adults, a new survey* commissioned by the National SAFE KIDS Campaign revealed that more than three in four parents of active 8-14 year olds do not know how to prevent dehydration in their kids.
Ive seen dehydration in my athletes and even my own son and it can be very serious," said Pat Summitt, head coach of the University of Tennessee Lady Volunteers basketball team and spokesperson for the new campaign. I always tell our athletes that you cant rely on thirst because by the time you feel thirsty, your body is already dehydrated. Its important for athletes to drink at regular intervals."

With support from The Gatorade Company, Defeat the Heat launched on June 6 on the National Mall in Washington, D.C., featuring Abe Howe and his mother Tracey Jaurena. The campaign will continue throughout the summer with a public service announcement featuring Pat Summitt, educational materials, a web site www.defeattheheat.com designed to share prevention information and tips, and local SAFE KIDS Coalition events.

GEARING UP TO DEFEAT THE HEAT
The survey commissioned by the National SAFE KIDS Campaign reveals that more than three in four parents of active 8-14 year olds do not know how much fluid their kids need to replace what is lost through sweating and many dont know the facts about how to prevent dehydration. Here are the heat illness basics every parent should know:
·   A child can lose up to a quart of sweat during a two-hour sports game ,2.
·   Children absorb more heat from their environment than adults3 and are more susceptible to heat illness.
·   The ABCs" are an easy way for kids and parents to remember how to Defeat the Heat:
o   Always drink before, during and after activity
o   Bring the right fluids. Research shows sports drinks like Gatorade hydrate best4
o   Children need fluids as part of the essential equipment for playing sports safely
Parents can use these tips to keep in mind that A+B+C=Defeat the Heat
·   Studies show that when drinking water, kids will drink only about 50 percent of what they need while a lightly flavored sports drink like Gatorade encourages them to drink 90 percent more than water to stay better hydrated4.
·   Warning signs of dehydration include headaches, unusual fatigue and thirst.

AN ALL-STAR TEAM OF SUPPORTERS
A number of leading sports and health authorities spoke out at the launch to support the safety campaign including:
·   Pat Summitt, a six-time national champion NCAA Womens Basketball coach at the University of Tennessee and mother of an 11-year-old son
·   Tracey Jaurena, Abe Howes mother and an athletic trainer who witnessed his experience with dehydration
·   Heather Paul, executive director, National SAFE KIDS Campaign
·   Dr. Oded Bar-Or, leading researcher on kids and heat illness
Defeat the HeatÔ has also garnered the support of a bipartisan group of Members of Congress. Representative Danny Davis (D-IL) and Representative Julia Carson (D-IN) played an active role in helping to launch the program. Other U.S. Senate and House of Representatives supporters include:
·   Senator Tom Harkin (D-IA)      
·   Representative Mary Bono (R-44th, CA)
·   Representative Lois Capps (D-22, CA)
·   Representative Phil Crane (R-8th, IL)
·   Representative Cal Dooley (D-20th, CA)
·   Representative Barbara Lee (D-9th, CA)
·   Representative Dave Weldon (R-15th, FL)
·   Chairman C.W. (Bill) Young (R-10th, FL)

For more information on Defeat the Heat, visit www.defeattheheat.com or call toll-free
1-866-5DEFEAT.
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*Survey conducted by Harris InteractiveSM April 23-25, 2002.
1Iuliano, S. et al. Evaluation of the self-selected fluid intake practices by junior athletes during a simulated duathlon event. Int J Sports Nutr 8:10-23, 1998.
2Meyer, F. et al. Sweat electrolyte loss during exercise in the heat: effects of gender and maturation. Med Sci Sports Exerc 24:776-781, 1992.
3 Bar-Or, O. Temperature regulation during exercise in children and adolescents. In: Gisolfi C, Lamb DR, eds. Perspectives in Exercise and Sports Medicine, II. Youth, Exercise and Sport. Indianapolis, IN: Benchmark Press; 1989, 335-367.
4 Wilk B. and O. Bar-Or. Effect of drink flavor and NaCl on voluntary drinking and hydration in boys exercising in the heat. J Appl Physiol, 80: 1112-1117, 1996.