AHORA Means “Now,” And It’s Making a Big Difference in Frederick

Frederick County’s innovative AHORA Stroke Smart Campaign has earned two national awards: a NACo Achievement Award from the National Association of Counties and a Crown Communities Award from American City & County.

The awards recognize the campaign for taking a culturally relevant approach to a public health issue.

From the county press release:

“We are incredibly proud of the AHORA campaign and the positive impact it has had on our community,” County Executive Jessica Fitzwater said. “I was touched last year to meet a woman who credits the AHORA video with saving her life. Receiving these awards is a testament to the hard work and dedication that goes into reaching people in a way that speaks to them.”

Strokes are a leading cause of death and disability in Frederick County. Receiving care quickly reduces brain damage and increases chances of recovery.

In 2023, Frederick County launched a “Stroke Smart” campaign to educate the public about the symptoms of a stroke and the importance of seeking medical attention promptly. Patients who receive care within the English-language campaign use BE FAST as a memory aid to recognize the signs of a stroke: Balance, Eyes, Face, Arms, Speech, and Time.

Recognizing that this memory aid did not translate into Spanish, staff researched the best way to assist Frederick County’s 11,000-plus Spanish speakers. AHORA was launched in December 2023. Ahora means “now,” stressing the need to act quickly.

AHORA stands for:

  • A (Andar): Loss of balance or coordination.
  • H (Hablar): Difficulty speaking or slurred speech.
  • O (Ojos): Loss of vision in one or both eyes.
  • R (Rostro): Face drooping.
  • A (Ambos Brazos o Piernas): Weakness or numbness in arms or legs.

The award-winning AHORA Stroke Smart campaign shows the power of meeting residents where they are, linguistically and culturally. By tailoring stroke awareness messaging for Spanish-speaking residents, the County not only increased the campaign’s reach but also helped save lives.

Learn more about this program and the award on the county website