alejandro niño murcia, md facs fernando arturo girón luque juan gonzalo lópez casas
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NATIONAL JOURNALISM ON TRANSPLANTATION AWARD : AN EFFICIENT STRATEGY FOR COMMUNITY EDUCATION WITH OUTSTANDING RESULTS. Alejandro Niño Murcia, MD FACS Fernando Arturo Girón Luque Juan Gonzalo López Casas Laura Niño Torres Mónica Sarmiento. 2008 - 2011. - PowerPoint PPT PresentationTRANSCRIPT
NATIONAL JOURNALISM ON TRANSPLANTATION AWARD : AN EFFICIENT STRATEGY FOR COMMUNITY EDUCATION
WITH OUTSTANDING RESULTS
Alejandro Niño Murcia, MD FACSFernando Arturo Girón Luque
Juan Gonzalo López CasasLaura Niño Torres Mónica Sarmiento
2008 - 2011
Environment Analysis
Organ donation in Colombia 2008
9,6% donors per million inhabitants in Colombia
41% family denial
7,932 people with web ID of the National Health Institute in December 2008
Environment Analysis
Urban myths about organ donation
Lack of knowledge about laws and procedures regarding organ donation with transplantation purposes
Social Responsibility
To increase the number of patients benefited by a transplant by encouraging a favorable culture about donation
Strategic alliance between Asociación Colombiana de Trasplante de Órganos (ACTO), the Colombian National Institute (INS) and Genzyme pharmaceutical laboratory
with the next purposes:
To show the patients needs when being considered in a waiting list
To support the scientific work of the transplantation groups
Strategy
Organ Donation Campaign
Objective:To strengthen organ donation culture for
transplantation purposes
Method: by giving the award for Organ donation journalism
General ObjectiveSensitizing the media about organ donation problems throughout various
perspectives
Patients in waiting lists
Patients benefited by transplantati
on
Health servicesRegulators
Families that have said YES to donation
Award Objectives
The Journalism Award
“Donating there’s life” wants to bring up the journalist’s work when they use the media to enlighten people in an objective, profound and responsible way to the Colombian population the organ and tissue donation as a voluntary and altruistic act.
It looks to strengthen the culture creation of organ donation in the Colombian population, which will certainly help saving and improving
the way of life of many patients in the waiting list
KEVIN is a benefited transplanted patient during the second edition of the award. A true story of this award’s success.
Award Basics
Any journalist linked to the massive media, as well as independent journalists that help spreading their work in any massive media format. The paper can be developed in a collective manner, but the award contester will be a representative of the team work and will enjoy the price if elected.
CONTESTERS:
Award Basics
MODALITIES:
Written press
Radio
Television
Alternative media, internet
Evaluation Criteria
40% for quality of the journalist work, the truthfulness and research
30% For effective contribution for the better understanding of the organ and tissue donation problematic and the improvement of the quality of life of the transplanted patients
10% Use of diverse sources of information
Gradings
JURY
1 Representative of the Asociación Colombiana de Trasplante de Órganos ACTO
1 Representative of the regulator entities, National Health Institute, Social Protection Ministry
1 Academy Representative
2 Currently working journalists
Gradings
The first place award winners in each category will receive an international trip, where they will have the chance of a professional exchange about donation with transplantation purposes
1st and 2nd Edition: Madrid3rd Edition: Buenos Aires, Montevideo
AWARD
Tools
“Donating there’s life afterlife” campaign concepts
Web creation
Press folders with different approaches of the information
Tools
Creation of a contact network between the media and the information sources
Graphic pieces
Personalized visits to communication media nationwide.
ToolsMultimedia with works submitted in 2nd and 3rd editions
Press statements
Results
75 Participants
37 Participants
27 Participants
33 Works
71Works
90 Works
Comparative
1st Edition 2nd Edition 3rd Edition0
102030405060708090
36
71
90
45% 26%
Number of works per edition
Comparative
1st Edition 2nd Edition 3rd Edition0
10
20
30
40
50
60
70
80
2737
75
27% 47%
Number of journalist contesting
Media Exposure
I Premio II Premio III Premio0
50
100
150
200
250
107
174
247Radio Minutes
Media Exposure
I Premio II Premio III Premio
107174
247
Number of apparitions in written media
Panorama 2006-2011
Donors per million inhabitants
Source: National Registry of Organ Donation and Transplantation
0
5
10
15
2006 2007 2008 2009 2010
9,9 10,7 9,612,3 12,5
de aceptación familiar a la donación Colombia 2007 - 2009.Family denial percentages 2006 - 2010.
Panorama
0,0%5,0%
10,0%15,0%20,0%25,0%30,0%35,0%40,0%45,0%
2006 2007 2008 2009 2010
33,2% 34,5%41,0%
27,4% 25,5%
Source: National registry of Organ donation and Transplantation
Evolution
Transplants per million inhabitants
20
22
24
26
2007 2008 2009 2010
22,222,8
25,9 25,7
Source: National registry of Organ donation and Transplantation
Results
Family denial reduced 15.5%
between the years 2008 and 2010
Achievements obtained by the actions done by the interested groups in this problematic in
both public and private sectors
100.806 Colombians have expressed their will to be donors through the National Institute webpage
Results
THE JOURNALISM AWARD ROLE IN THIS ACHIEVEMENTS
Increase in the number of journalist sensitized with the organ donation problematic.
Significant growth of the media exposure of the subject, specially on television.
Greater penetration in cities through local media
The award organization consolidated as a source of investigation and information for journalists interested in health issues
A greater information for the public opinion, greater possibility of decreasing family denial.
Results
Thanks for sayingYES to the INFORMATION, so more Colombians will sayYES to DONATION.
Our slogan:
Conclusions
1.- Practical work with quantifiable results
.2.- Worldwide Companies with desire to participate in programs with social responsibilities
3.- Model which can be easily adapted and reproduced in different countries around the world