Health
Howie Cohen, Whose Alka-Seltzer Ads Spawned Catchphrases, Dies at 81
Howie Cohen, an advertising copywriter, often said he was congenitally familiar with indigestion. So perhaps it was only natural that in the 1970s, he, along with an ad agency colleague, would conjure up a catchy slogan that would not only sell more Alka-Seltzer but also become an American pop culture punchline: “I can’t believe I ate the whole thing.”
That bedside lament, spoken by the comedian and dialectician Milt Moss — he actually said that thing on camera — vaulted from a 30-second TV commercial to sweatshirts, supermarket windows and even church marquees.
It proved even more popular than “Try it, you’ll like it,” the first catchphrase for Alka-Seltzer that Mr. Cohen coined with his business partner, Bob Pasqualina, an art director at the Manhattan agency Wells Rich Greene.
Mr. Cohen, who helped popularize products and companies like Petco (“Where the pets go”) and the fast-food chain Jack in the Box (exploding its clown mascot in a TV commercial in announcing a new, more sophisticated menu), died on March 2 at his home in Los Angeles. He was 81.
His death, which wasn’t widely reported at the time, was announced on Facebook by his brother, Jerry, who said the cause was cancer.
Alka-Seltzer’s creative advertising had already found success in the 1950s and ’60s. It had introduced its mascot Speedy and its “plop, plop, fizz, fizz” jingle. It had brought “tummies” to television commercials. And it had played on cultural stereotypes (“that’s a spicy meatball”), offending some viewers. But by the early 1970s, sales were lagging.
Mr. Cohen and Mr. Pasqualina, who had recently joined Wells Rich Greene, were tasked with creating an ad campaign that would run until the agency could come up with a long-term strategy to make Alka-Seltzer a household name again.
Mr. Cohen recalled in a 2019 memoir that those two popular ads the partners came up with, both in 1972, were inspired by his upbringing in the Pelham Parkway neighborhood of the East Bronx.
The “try it” tag line had its roots, he wrote, in his mother’s dinnertime plea that he eat the liver and onions that regularly congealed untouched on his plate.
“We only had 30 seconds, so we couldn’t get too complicated,” Mr. Cohen told The New York Times in 1972. “One of us came up with ‘Try it, you’ll like it.’ We said it over and over again, because we couldn’t think of another line, and the repetition became the thing.”
In the ad, Jack Aaron, a stage actor who had appeared in commercials, plays a man sitting in a restaurant recounting a meal he once had — an indigestible one, it turned out — at the encouragement of a waiter, who kept telling him, “Try it, you’ll like it.”
“I used to work part time as a waiter,” Mr. Aaron told The Times in 1972. “Now I eat at Sardi’s, and the waiters all say, ‘Try it, you’ll like it.’”
If “try it” was inspired by Mr. Cohen’s abstinence, the “whole thing” line resulted from his overindulgence. He, Mr. Pasqualina and a production crew were in London gorging on an Italian dinner hosted by the director Milos Forman, who had filmed a commercial that the two admen had created for Diet Rite Cola.
“I’m a nice Jewish kid from the Bronx, so I ate everything until I couldn’t fit one more thing in my body,” Mr. Cohen would often recall. “I leaned back in my chair and said, ‘I can’t believe I ate the whole thing.’ And my wife said, ‘There’s your next Alka-Seltzer commercial.’”
In the commercial, a woman, trying to fall back to sleep, urges her pajama-clad husband, who is sitting groaning on the edge of their bed, to take two Alka-Seltzer tablets to settle his stomach after overindulging. He repeats the “whole thing” line over and over.
Both ads are enshrined in the advertising industry’s Clio Awards Hall of Fame.
A marketing survey found that about 85 percent of Americans could identify Alka-Seltzer through the “whole thing” slogan, which would later be immortalized in the game Trivial Pursuit and on the TV animated series “The Simpsons.”
“They say the best lines come from the heart,” Mr. Cohen wrote in his book, “I Can’t Believe I Lived the Whole Thing: A Memoir From the Golden Age of Advertising.” “‘I can’t believe I ate the whole thing’ came from my stomach.’”
Mary Wells Lawrence, one of the founders of Wells Rich Greene and Mr. Cohen’s mentor, described Mr. Cohen and Mr. Pasqualina as “two of the most talented people we ever had.”
Ms. Wells Lawrence, who died in May, wrote in her own memoir that earlier Alka-Seltzer ads had grabbed attention and entertained, but that “they were not as believable, as earnestly sincere and therefore not as persuasive as Howie and Bob’s sweet, funny commercials — especially ‘I ate the whole thing.’”
Howard Stephen Cohen was born on Sept. 25, 1942, in the Bronx to Samuel and Jeannette Cohen. The elder Mr. Cohen owned a steel fabrication company that he had inherited from his father.
Howie Cohen wrote in his memoir that he grew up in a one-bedroom apartment adjacent to an elevated train. When he was 13, he was given a tape recorder as a bar mitzvah gift and began producing commercials. After graduating from New Rochelle High School in Westchester County, he attended the University of Miami and earned a bachelor’s degree in business from New York University.
Destined to inherit his father’s company but eager not to, he applied to ad agencies and in 1965 landed a job as a copy trainee on the Volkswagen account at Doyle Dane Bernbach.
He joined Wells Rich Greene in 1967; left to start his own firm with Mr. Pasqualina; returned to Wells Rich Greene as a creative director; became the president of its Los Angeles office; and founded another agency with the adman Mark Johnson, which he sold in 1997 to the Phelps Group. He remained as partner and chief creative officer until he retired in 2017. He also wrote a blog called Mad Mensch.
In addition to his brother, his survivors include his wife, Carol (Trifari) Cohen, whom he married in 1972; two children, Jonathan and Johanna; a stepdaughter, Cristina; and a granddaughter.
In 2012, Mr. Cohen was asked by Google to reimagine the “I can’t believe I ate the whole thing” ad for a 21st-century digital version.
“I look at the internet tools and technologies that we have and see exciting new ways to express an idea,” he told The Los Angeles Times. “But emotions will always trump algorithms. Advertising is about connecting in a human way.”
Over the two and a half years following the 2022 rollout of the 988 national suicide prevention hotline, the rate of suicides among young people in the United States dropped 11 percent below projections, decreasing most sharply in states with a higher volume of answered 988 calls, a new study has found.
The findings, published today as a research letter in JAMA, compared suicide deaths from July 2022 to December 2024 with sophisticated mathematical projections that were based on historical trends. This yielded good news, with 4,372 fewer suicides of adolescents and young adults, ages 15 to 34, than had been projected.
To ensure that the decline was related to the use of the hotline, researchers at Harvard Medical School teased out the trends in states with high and low usage of the hotline. The findings were striking: The 10 states with the largest increases in 988 calls experienced an 18.2 percent reduction in observed suicides compared with expected suicides; in the 10 states with the lowest uptake, the reduction was smaller, 10.6 percent.
The results suggest that the government’s investment in the 988 rollout has translated into “a measurable reduction of deaths,” said Dr. Vishal Patel, a resident physician at Brigham and Women’s Hospital and one of the authors of the study.
“What our study has added,” he said, “is evidence for the deeper benefit of the program, and that is, that at the population level, among young people at least, suicide mortality is lower than it would have been without the program.”
Tips for Parents to Help Their Struggling Teens
Are you concerned for your teen? If you worry that your teen might be experiencing depression or suicidal thoughts, there are a few things you can do to help. Dr. Christine Moutier, the chief medical officer of the American Foundation for Suicide Prevention, suggests these steps:
He added, “The implication of that is that sustained funding for this program matters.”
The United States rolled out the three-digit hotline with bipartisan support in July 2022, replacing a 10-digit hotline number, and augmented it with a $1.5 billion investment in crisis center capacity. Since its inception, the service has fielded more than 25 million contacts, according to the Department of Health and Human Services. The agency has asked Congress for $534.6 million to fund the program for 2027.
Last summer, the Trump administration terminated one element of the hotline, the Press 3 option for L.G.B.T.Q.+ callers. The Substance Abuse and Mental Health Services Administration said that the Press 3 option was being discontinued because it had exhausted its funding from Congress and that the hotline would “focus on serving all help seekers.”
But advocacy groups and policymakers protested the decision, and in testimony before the Senate on Tuesday, the health secretary, Robert F. Kennedy Jr., said his agency was planning to restore the Press 3 option.
Dr. Patel said his group had become curious about measuring the program’s effectiveness after Press 3 was eliminated. While call volume and satisfaction surveys suggested that 988 was succeeding, he said, the harder question was, “Did the creation of this 988 program, the transition from the old hotline to this hotline, actually move the needle on suicide mortality?”
Experts said it was difficult to tease out the beneficial effect of 988 from other things that changed in 2022, the year that the new hotline was created. Around that time, suicide prevention programs were being introduced in schools, in faith communities and on social media, but more important, the pandemic was ending.
“We were finally out of this crazy time, and there was a sense of optimism and hope,” said Jonathan B. Singer, a professor of social work at Loyola University Chicago and a co-author of “Suicide in Schools.” He called the downward trend in youth suicides “encouraging, but it is tempered by the fact that we don’t have a good explanation as to why.”
The authors acknowledged that their findings could not account for the influence of social and economic changes, changes in mental health services or public awareness about services.
But they did make comparisons to exclude other possible explanations. The authors looked for similar effects among American adults over 65, who are less likely to use the hotline. In that group, there was a reduction in suicides that exceeded expectations, but it was smaller, at just 4.5 percent.
To ensure the decline in suicides did not reflect a general improvement in young-adult mortality, the researchers tracked cancer deaths, and found there was no change. They also looked at the rates of suicide among young people in England, where no change had been made to the national crisis line in that time period; they found no reduction in youth suicides there.
Hannah Wesolowski, chief advocacy officer for the National Alliance on Mental Illness, said she was persuaded that the hotline had contributed to the improvement in suicide rates, in part because it did not appear among English youths or in older Americans.
“To me, that really helps hone in that this might really be the differentiator,” she said. “We are seeing potentially a pretty significant decline in suicides among young people. For public policy, this is strong evidence to double down on that we are doing.”
Emily Hilliard, a senior press secretary at the Department of Health and Human Services, said H.H.S. and SAMHSA are “committed to ensuring that all Americans have access” the 988 line, which she said “clearly provides lifesaving support, helping millions of people every year.”
If you are having thoughts of suicide, call or text 988 to reach the 988 Suicide and Crisis Lifeline or go to SpeakingOfSuicide.com/resources for a list of additional resources.
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A highly contagious digestive virus is surging across the U.S., experts warn.
Rotavirus, a double-stranded RNA virus, causes acute gastroenteritis — inflammation of the stomach and intestines — which can lead to severe diarrhea, vomiting, fever and stomach pain.
The virus primarily affects infants and young children, but there have also been outbreaks in elderly populations, such as nursing homes.
AT LEAST 46 CHILDREN DEAD AMID MEASLES OUTBREAK AS VIRUS SPREADS GLOBALLY
Data from the Centers for Disease Control and Prevention shows that in the week ending April 4, out of 2,329 rotavirus tests, 7.3% were positive for the infection. Last year’s highest infection rate was 6.77% as of the week ending April 19.
Rotavirus, a double-stranded RNA virus, causes acute gastroenteritis — inflammation of the stomach and intestines — which can lead to severe diarrhea, vomiting, fever and stomach pain. (iStock)
“We’re seeing a lot of rotavirus in the wastewater right now,” Dr. Marc Siegel, Fox News senior medical analyst, confirmed to Fox News Digital. “Testing for rotavirus is way down, but the percentage of positive tests is up.”
While the virus typically peaks in the spring, it is not currently slowing down, he noted.
Why cases may be rising
Patricia Pinto-Garcia, M.D., a medical editor at GoodRx who is based in California, said there are several possible reasons for the rotavirus spike.
“Vaccine rates are down overall among young children, as they decreased during COVID,” she told Fox News Digital. “This means there’s a growing number of infants and young children who are vulnerable to infection.”
The rotavirus vaccine series must be completed by the time a child is 8 months old, she noted.
HEALTH ALERT ISSUED FOR DENGUE OUTBREAKS SPREADING IN TRAVEL HOTSPOTS
As a result of the declining vaccinations, herd immunity isn’t protecting vulnerable children, according to Pinto-Garcia. “Children who haven’t finished the vaccine series yet, are too young to get vaccinated, or can’t get the vaccine due to medical illness are more likely to get exposed to the illness because other children aren’t vaccinated,” she said.
Siegel noted that before the vaccine became available, rotavirus resulted in 55,000 to 70,000 in the U.S. per year.
“Vaccine rates are down overall among young children, as they decreased during COVID,” a doctor told Fox News Digital. “This means there’s a growing number of infants and young children who are vulnerable to infection.” (iStock)
“I am concerned that the vaccination rate has been declining over the past seven years and is continuing to decline in the current climate of vaccine skepticism,” he said.
Surveillance methods are also much better than they used to be, Pinto-Garcia noted, which means public health experts are able to pick up and track cases better than ever before.
HOW LONG YOU’RE CONTAGIOUS WITH THE FLU — AND WHEN IT’S SAFE TO GO OUT
“But we see that rotavirus-related healthcare visits are also up, so improved detection is not the only reason we are seeing this spike,” she said.
The COVID pandemic also disrupted the pattern of infections, according to Pinto-Garcia, so it’s “tricky” to compare the current levels against older cycles.
“It’s possible that what we are seeing is still some post-pandemic rebound, but it’s unlikely that this year’s pattern is fully explained by just this factor,” she added.
Transmission and risk
Dr. Zachary Hoy, a pediatric infectious disease specialist at Pediatrix Medical Group based in Nashville, Tennessee, often sees young patients with rotavirus.
“Rotavirus is spread via the fecal-oral route, meaning that a person comes into contact with virus droplets from contact with other children or adults, or from contact with objects such as toys that have been contaminated with the virus from someone who is sick,” he told Fox News Digital. “This can lead to outbreaks, especially at schools where many young children share the same toys.”
“It’s possible that what we are seeing is still some post-pandemic rebound, but it’s unlikely that this year’s pattern is fully explained by just this factor.”
Rotavirus is associated with many dehydration cases in the hospital due to the degree of diarrhea, according to Hoy.
In some severe cases, the virus can lead to seizures due to electrolyte imbalances from dehydration and loss of electrolytes in the stool.
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“Younger children do not have the reserves that older children and adults have, so they can become more dehydrated quicker and develop more severe electrolyte imbalances, leading to more severe infections,” Hoy said.
“Patients with problems with their immune systems or on medications that can decrease their immune systems can have more severe and prolonged infections, too.”
Treatment and care
Because rotavirus is a viral infection, antibiotics are not effective against it. There is no specific antiviral treatment for the condition, with doctors typically recommending supportive care.
“The mainstay of treatment is hospitalization for rehydration via intravenous (IV) fluids,” Hoy told Fox News Digital. “Sometimes it can take up to two to three days of IV fluids to help get patients rehydrated.”
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Blood draws are often necessary to evaluate patients’ electrolyte levels, such as sodium, potassium, calcium and magnesium, according to the doctor.
“If these electrolyte levels are significantly low, sometimes patients need special IV solutions or individual electrolyte medications,” he added.
“The mainstay of treatment is hospitalization for rehydration via intravenous (IV) fluids,” a doctor told Fox News Digital. (iStock)
Dr. Daniel Park, medical director of the Pediatric Emergency Department at UNC Health in Chapel Hill, North Carolina, noted that most children recover with supportive care, but parents should seek medical attention if a child shows signs of dehydration. Those include decreased urination, lethargy or inability to keep fluids down.
“While rare, rotavirus can be life-threatening in vulnerable populations, especially very young infants or children with underlying medical conditions,” Park told Fox News Digital.
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Prevention strategies
Given the lack of antiviral medications for rotavirus, doctors emphasize the importance of prevention, primarily the vaccine.
There are two rotavirus vaccines – Rotateq (a three-dose series) and Rotarix (a two-dose series). They are given starting at age 2 months as oral drops, not injections, according to Hoy.
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“It’s important to get the rotavirus vaccines on schedule, because these younger infants are at greatest risk if they get rotavirus,” he advised.
Other recommended prevention methods include handwashing with soap and water.
Every day we’re faced with a zillion small choices: Go to sleep early, or watch one more episode of that Netflix drama. Call an old friend to catch up, or cruise social media. Of course, no single action will guarantee a long, healthy life or doom you to an early grave. But those little daily decisions do add up, and over the long term they can make a difference when it comes to both your longevity and your health span, the amount of life spent in relatively good health.
Scroll through this theoretical “day in the life” and select the option that best fits your typical day. Not every situation will apply perfectly, but think about which choice you’d be most likely to make. This isn’t a formal scientific assessment. The goal here isn’t to assign you a “good” or “bad” score, but to help you understand the central factors that shape the way we age and how long we live.
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