Going Viral: Ignored Doc Starts Web Campaign

A doctor whose life-saving research was being ignored by other medics has launched a viral campaign to get his message heard.

Professor Ian Roberts carried out research suggesting that at least 140,000 lives worldwide could be saved each year if trauma victims were given a cheap clotting drug that stops them bleeding.

But a year after publishing the study in the prestigious Lancet medical journal, he found only 3% of eligible patients in Britain were being given an injection of tranexamic acid.

In an unprecedented attempt to change medical practice, Professor Roberts, of the London School of Hygiene and Tropical Medicine, commissioned an animated video, which he hopes will be emailed around the world.     More Read