Campaña por aniversario #160 de Pilsen Callao

El presente trabajo de investigación está enfocado en el desarrollo de una campaña 360 para la marca Pilsen con el motivo de celebrar su aniversario 160. Para ello, primero se realizó una investigación de la marca, del rubro de cervezas a nivel nacional, así como un análisis de la competencia directa e indirecta. Luego, por medio de una investigación de enfoque mixto, se realizaron encuestas, entrevistas y focus groups a consumidores de la marca, y una entrevista a una trabajadora de Backus, para recopilar hallazgos y formular un insight. A partir de ello, el enfoque de la campaña gira en torno a celebrar el compromiso de la verdadera amistad, a través de una edición limitada de latas y la Cápsula de la Amistad Pilsen.The research revolves on the development of a 360 campaign for Pilsen, with the purpose of celebrating its 160th anniversary. First of all, an investigation of the brand was carried out, as well as an analysis of the beer category at a national level, and an analysis of direct and indirect competition. Then, through a mixed-focus investigation, surveys, interviews and focus groups were conducted with consumers of the brand, and an interview with a Backus worker, to collect findings and formulate an insight. From this, the focus of the campaign revolves around celebrating the commitment of true friendship, through a limited edition of cans and the “Cápsula de la Amistad Pilsen”

Genotoxic Effect of Chronic Exposure to DDT on Lymphocytes, Oral Mucosa and Breast Cells of Female Rats

The genotoxicity of some environmental contaminants may affect human health directly by damaging genetic material and thus plays an important role in cancer development. Xenoestrogens are one kind of environmental pollutants that may alter hormonal routes or directly affect DNA. The number of available biomarkers used to assess genetic risk and cancer is very extensive. The present study evaluated genotoxicity produced by the pesticide DDT on systemic and mammary gland cells obtained from adult female Wistar rats. Oral mucosa cells micronuclei were assessed; the comet assay in peripheral blood-isolated lymphocytes and mammary epithelial cells was also carried out. Additionally, oxidative stress was studied in mammary tissue through a lipid peroxidation assay. Our data showed an increase in lipid peroxidation, product of an increase in free oxygen radical levels, which leads to an oxidative stress status. Our results suggest that DDT is genotoxic, not only for lymphocytes but also to mammary epithelial cells

Utilidad de la prueba de micronúcleos y anormalidades nucleares en células exfoliadas de mucosa oral en la evaluación de daño genotóxico y citotóxico [Utility micronucleus test and nuclear abnormalities in exfoliated cells of oral mucosa in the evaluation of genotoxic and cytotoxic damage]

Micronucleus are fragments or whole chromosomes that are outside the nucleus during mitosis. Through this study we can evaluate the environmental and occupational the genotoxic effects. This test is widely used because it is a very effective alternative, it is a simple, fast and inexpensive way to detect the loss of genetic material. Meanwhile a healthy oral cavity is evidenced because in the overlying mucosa changes indicative of local or systemic disease, toxic exposure and side effects of treatments can be observed. This favors their use in tests to assess the presence of genotoxins or cytotoxins. Although protective barrier from the rest of the body is the point of contact of potentially dangerous agents thus becoming susceptible to damage. Coating and oral epithelium (60%) are formed by stratified non-keratinized cells with abundant cytoplasm, allowing the absorption of dyes and facilitating microscopic observation and identification of nucleus and membrane morphological characteristics. It has a particularly proliferative capacity, and even though this particularity maintains constant cell population, on the other hand, becomes more vulnerable to DNA damage. This information is relevant as 90% of all cancers are of epithelial origin. Therefore, the oral mucosa is used to monitor early events caused by inhaled or ingested genotoxic carcinogens. Epithelium is easily accessible and minimally invasive, thereby generating less stress when samples are obtained from study participants. In view of the above, oral epithelium tissue is ideal for implementing micronucleus assay and for the detection of nuclear abnormalities without the need for cell cultures, which presents a unique opportunity for epidemiological studies in high-risk populations

Micronuclei and nuclear abnormalities in buccal mucosa cells in patients with anorexia and bulimia nervosa

The aim of this study is to assess the frequency of micronucleated cell (MNC) and nuclear abnormalities (NA) in the buccal mucosa cells of females with anorexia nervosa (AN) or bulimia nervosa (BN), compared with healthy women. Individuals with AN and BN have inadequate feeding and compensatory behaviour to avoid weight gain. These behaviours can cause extreme body stress, thereby inducing DNA damage. In a cross-sectional study, we assessed the frequency of MNC and NA in the buccal mucosa cells of female participants with AN or BN. All of these patients had been admitted to a private clinic for the treatment of eating disorders after diagnosis with AN (n = 10) or BN (n = 7) according to the DSM-IV. Age-matched healthy female participants (n = 17) composed the control group. Oral mucosa samples were collected, fixed, stained by aceto-orcein/fast green and microscopically examined. Normal cells, MNC and NAs were counted within a 2000 cell sample. The results were analyzed with the Kruskal-Wallis and Mann-Whitney tests. Differences were observed in the frequency of MNC in healthy females (1.2�0.9) versus that of patients with AN (3.4�1.5) (P < 0.0001) and BN (4.1�2.2) (P < 0.001). No differences were found among these groups in terms of NA. AN and BN are related to the loss of genetic material through chromosomal fractures and/or damage to the mitotic spindle (i.e. possibly a result of a deficiency in DNA precursors). Self-imposed compensatory behaviours in AN and BN, such as severe food restriction, potential malnutrition, vomiting, use of diuretics and laxatives and acute exhaustive exercise, are possible inducers of MNC and genotoxic damage. Of these compensatory behaviours, only vomiting has not been linked to genotoxic damage. This is the first report in women with BN, which should be studied in the future. � The Author 2014

POTENCOR: A program to calculate power and correlation spectra of EEG signals

The use of biomarkers as tools to evaluate genotoxicity is increasing recently. Methods that have been used previously to evaluate genomic instability are frequently expensive, complicated, and invasive. The micronuclei (MN) and nuclear abnormalities (NA) technique in buccal cells offers a great opportunity to evaluate in a clear and precise way the appearance of genetic damage whether it is present as a consequence of occupational or environmental risk. This technique is reliable, fast, relatively simple, cheap, and minimally invasive and causes no pain. So, it is well accepted by patients; it can also be used to assess the genotoxic effect derived from drug use or as a result of having a chronic disease. Furthermore the beneficial effects derived from changes in life style or taking additional supplements can also be evaluated. In the present paper, we aim to focus on the explanation of MN test and its usefulness as a biomarker; we further give details about procedures to perform and interpret the results of the test and review some factors that could have an influence on the results of the technique. " 2014 Olivia Torres-Bugarín et al.",,,,,,"10.1155/2014/956835",,,"http://hdl.handle.net/20.500.12104/43773","http://www.scopus.com/inward/record.url?eid=2-s2.0-84896944641&partnerID=40&md5=db9d0fb5d5eb58b072bf2b6c405ae84

Genetic profile of overweight and obese school-age children

Obesity is associated with overproduction of free radicals that promotes genotoxicity and could be measured as micronuclei (MN) and nuclear abnormalities (NA) in buccal mucosa cells. The frequency of MN and NA in buccal mucosa cells from overweight and obesity school-age children was determined. In a cross-sectional study, four anthropometric parameters were obtained from each child and one buccal mucosa sample was collected from each child. The slides were stained with orcein and fast green and microscopically analyzed for MN and NA. Twenty overweight and obesity school-age children (7-11 years old) from three schools located at the metropolitan area of Guadalajara were selected to form three groups with 20 children each, according to the weight features as follows: (1) normal weight; (2) overweight; and (3) obesity. No marked differences were found between groups for frequency of MN and NA. Genotoxicity, as indicated by increase in binucleated (BN) cells, was found in children within both overweight and obese groups exposed to passive tobacco smoke. There was no evidence of genetic instability in overweight and obese school-age children and no associations between body weight and genotoxicity markers found. � 2009 Taylor & Francis

Assessing Current Information Delivery for the Visually Impaired

In Denmark, digitization has led to the decline of the "talking newspaper" compact disc (CD) mailing system, resulting in an information gap for the visually impaired. Sponsored by the Danish Association of the Blind (DAB), this report aims to recommend approaches for the timely distribution of DAISY formatted current information to the visually impaired. By communicating with various organizations and conducting a device evaluation with the visually impaired themselves, we recommended a multi-system approach with calling, assistive technology (AT), and smartphone compatibility, an active teaching and awareness program, and a collaboration between organizations for distributing current information effectively to the visually impaired

The clinical significance of posttranslational modification of autoantigens

Posttranslational modifications (PTMs) are defined as covalent modifications occurring in a specific protein amino acid in a time- and signal-dependent manner. Under physiological conditions, proteins are posttranslationally modified to carry out a large number of cellular events from cell signaling to DNA replication. However, an absence, deficiency, or excess in PTMs of a given protein can evolve into a target to trigger autoimmunity, since PTMs arise in the periphery and may not occur in the thymus; hence, proteins with PTMs never tolerize developing thymocytes. Consequently, when PTMs arise during cellular responses, such as inflammation, these modified self-antigens can be taken up and processed by the antigen-presenting cells (APCs). Autoreactive T cells, which recognize peptides presented by APCs, can then infiltrate into host tissue where the modified antigen serves to amplify the autoimmune response, eventually leading to autoimmune pathology. Furthermore, a PTM occurring in an amino acid residue can induce changes in the net charge of the protein, leading to conformational modifications in the tertiary and quaternary structure of the protein, especially interaction with human leukocyte antigen (HLA) molecules. Molecular mimicry (MM) was until now the prevailing hypothesis explaining generation of autoimmunity; nevertheless, experimental animal models need inflammation via infection or other immunogens to ensure autoimmunity; MM alone is not sufficient to develop autoimmunity. PTMs could arise as an additive factor to MM, which is required to start an autoimmune response. PTMs have been found to be present in different pathologic conditions such as rheumatoid arthritis (RA), systemic lupus erythematosus (SLE), antiphospholipid syndrome, and primary biliary cirrhosis. The aim of the present review is to expose protein posttranslational modifications and the evidence suggesting their role in the generation of autoimmunity. � 2014 Springer Science+Business Media