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