danica avsec, md key expert for education and communication communication strategy technical...

DANICA AVSEC, MDKEY EXPERT FOR EDUCATION AND COMMUNICATION

COMMUNICATION STRATEGY

Technical Assistance for Alignment in Organ Donation project, 1st International symposium, Istanbul, 2014

PUBLIC AWARENESS STRATEGY

• To raise public awareness• One of the aims of the project


GOALS

• offer a proper communication approach to increase social awareness on organ donation among the public

• to spread the credible and accurate information • to reduce myths and misbelieves about organ

donation in Turkey • to increase the numbers of poeple who are willing

to donate after death, • to stress the importance of communicating one’s

wishes within the family


EFFECTIVNESS OF POLICY


INTEGRATIVE APPROACH

• Shortage of diseased organ donors is caused by: • a lack of suitable donors, • the result of a failure to identify donors, • obtaining the consent • procuring the organs.

• The need for integrative approach and collaboration!


DOCUMENTS SUPPORT THE STRATEGY

• EU action plan 2009-2015 defines rights of public to be informed

• Modrid resolution 2010 about country’s self-sufficiency: adequate capacity management, regulatory control, and normative environment. • From a public perspective: self-sufficiency relies on a

communal appreciation of the value of organ donation after death.


ORGAN DONATION – PUBLIC SUPPORT ESSENTIAL

• The public is having a direct and essential role in the medical treatment of organ failure.

• Without the donors, the transplantation programmes would not be able to operate.


• The public is having a direct and essential role in the medical treatment of organ failure.

• Without the donors, the transplantation programmes would not be able to operate.

ARE YOU WILLING TO DONATE YOUR ORGANS AFTER DEATH ( EUROBAROMETER2009)

EU 27 Turkey


PUBLIC

• Public is not a homogeneous group.

• A diversity of the many groups involved with different attitudes towards the giving and taking of organs

• The interest should be analysed.


PUBLIC’S MOBILIZATION

Influenced by: 1. an informed and aware public, 2. easy access to declare for donation, donor

cards, 3. the quality of information and regularity of

communication about organ donations in different communities,

4. socio-cultural context.


THREE STAGES

• Sensitation• Education • Promotion

Avsec, Šimenc: Mobilising the public for deceased donations in Slovenia: actions taken by Slovenija-transplantOrgans Tissues & Cells. 2013, November, 16, 3: 183


SENSITATION

• First phase of spreading information• To attract attention


EDUCATION

• About organ donation.

• Also about diseases (related to fatal organ failure) prevention.


PROMOTION

• The iniciatives given by public, NGOs, also individual experts

• High profile and expensive media campaigns are

not advisable.The effects are little and only short-term

• Promotion is a continuous process.

• No commercialization.


PRIMARY OBJECTIVES OF CAMPAIGNS IN TURKEY

• The concept of the brain death should be made clearer for the public

• Islam is not abstacle for deceased OD• Communication of every individual within family should

be stimulated • Main stakeholders should be encouraged to consistently

contribute to better social awareness and support to deceased organ donation.

• Everybody should be able to access the information they need to take considered view on the issue. Establish a reliable, well defined, and homogenous system of information.


RECOMMENDATIONS 1

• Transparent communication with clear medical information.

• Questions and dilemmas about the brain death, the body integrity, medical aspects of donation process, and negative cases of organ misuse should be addressed openly.

• Public campaigns should not involve strong or unethical ideological bias messages.

• The positive lifesaving aspects of transplantation should be continuously emphasized and high lightened.


RECOMMENDATION 2

• Skilled and credible, highly competent spokespersons for communication with media (among health care professionals) should be chosen

• The messages of all stakeholders to the public

should be consistent, unified

• Simple key messages should be repeated in communication. • e.g. always discuss your donation wishes with your family• Islam supports organ donation after death etc


NATIONAL COMPETENT AUTHORITY

The responsible body and the efficient center of

national communication network: 1. leading and monitoring and planning

public awareness activities.2. connecting all stakeholders on regional

and national level. 3. serving as the primary source of

information for the public( booklets, manuals, web etc).


STAKEHOLDERS

• Media• Religious authorities• Non-governmental organisations• Patients associations• Hospital spokesman and PRs • Regional transplant centres


MEDIA

• Sustainable Partnership!• Close collaboration between journalists and

medical proffesionals. • Organization of regular meetings, press

conferences. • Education about medical aspects. • Always available appointed spokesperson by the

Competent Authority for additional explanations and cooperation with the media.


RELIGIOUS AUTHORITIES

• a significant role in informing and motivating people about the organ donation.

• help reducing public fear of violating the dignity and the integrity of the deceased body.

• Competent Authority: organize at least once a year educational and raising awareness meeting/workshops with religious representatives.

• The meeting: in different cities across the country.


ORGAN DONATION WEEK

• The framework of Turkish OD week, the concept of a European Donation Day could be implemented in Turkey.

• A unified European Donation Day on organ and tissues transplantation can help raise public awareness, increase positive attitude towards organ donation and potentially augment the number of organ donors.

• www.organdonationday.org. Technical Assistance for Alignment in Organ Donation project,

1st International symposium, Istanbul, 2014

TO CONCLUDE

• Learning to communicate is essential in raising public awareness

• The sytem should be defined and lead


THANK YOU FOR ATTENTION


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danica avsec, md key expert for education and communication communication strategy technical...

Documents

organ donation project

public public

value of organ donation

project technical assistance

international symposium

turkey technical assistance

rights of public

aware public