COMMUNICATION STRATEGY DANICA AVSEC MD KEY EXPERT FOR

COMMUNICATION STRATEGY DANICA AVSEC, MD KEY EXPERT FOR EDUCATION AND COMMUNICATION Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

PUBLIC AWARENESS STRATEGY • To raise public awareness • One of the aims of the project Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

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

EFFECTIVNESS OF POLICY • Increased deceased donation rate • A complex process with overlapping activities on public, medical, legislative, religious, media and political level. • Experiences from several countries: no single of above stated components can be solely effective. Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

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

DOCUMENTS SUPPORT THE STRATEGY • EU action plan 2009 -2015 defines rights of public to be informed • Modrid resolution 2010 about country’s selfsufficiency: 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. Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

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

ARE YOU WILLING TO DONATE YOUR ORGANS AFTER DEATH ( EUROBAROMETER 2009) EU 27 Turkey Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

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

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

THREE STAGES • Sensitation • Education • Promotion Avsec, Šimenc: Mobilising the public for deceased donations in Slovenia: actions taken by Slovenija-transplant Organs Tissues & Cells. 2013, November, 16, 3: 183 Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

SENSITATION • First phase of spreading information • To attract attention Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

EDUCATION • About organ donation. • Also about diseases (related to fatal organ failure) prevention. Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

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

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

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

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

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

STAKEHOLDERS • • • Media Religious authorities Non-governmental organisations Patients associations Hospital spokesman and PRs Regional transplant centres Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

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

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

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, 1 st International symposium, Istanbul, 2014

TO CONCLUDE • Learning to communicate is essential in raising public awareness • The sytem should be defined and lead Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014

THANK YOU FOR ATTENTION Teşekkür ederim Technical Assistance for Alignment in Organ Donation project, 1 st International symposium, Istanbul, 2014