Perhaps you've noticed this on your local public radio station, too: Here in DC, one of the main October NPR sponsors has been "Medtronic, in recognition of Sudden Cardiac Awareness Month"
To me, this sounds like you might be walking down the street sometime during October and a man (from Medtronic?) will jump out from behind a shrubbery and scream "YOU HAVE A HEART!" at you through a bullhorn. Which would be doubly effective, because in addition to his statement, it would also cause your heart to pound, making you palpably (and suddenly!) aware of its existence.
However, in the last week or so, the sponsor script has changed to "Medtronic, in recognition of Sudden Cardiac Arrest Awareness Month." Ah, I see.