Yael Cass - Australia - Wednesday 30 - Communicational strategies to encourage public awarenessPresentation Transcript
Communications Strategies in Australia to encourage public awareness Yael Cass CEO Australian Organ and Tissue Authority
Transplanted Organs pmp per Year in Most Active Member States
Time series plot of Australian monthly organ donors (Jan 2000 – Mar 2007)
Moving Annual Total for Australian monthly organ donors (Jan 2001 – Mar 2007) Something influences actual donation rates
Australian Organ and Tissue Authority formally established 1st January 2009 under the Australian Organ and Tissue Donation and Transplantation Authority Act 2008 No. 122 2008
Commitment of all state and territory governments
Record Commonwealth funding of $151 million over four years including new funding of $136 million
New National Approach and System – (one National Authority and a network of OTDA’s)
Specialist Hospital Staff and Systems
New Funding for Hospitals
Community Awareness and Education
Support for Donor Families
Safe, Equitable and Transparent National Transplantation Processes
National Eye and Tissue Donation and Transplantation Network
Other Donor Initiatives including Living Donation Programs
Reports provide little advice, but: Both Professional and Community Attitudes are important
Clinical Reform Agenda – professional focus Increase clinical capacity and capability in hospitals Improve the donation process Remove barriers to donation Drive National co-ordination and consistency Build a national eye and tissue network Optimize organ and tissue allocation Build a national Clinical Information System
Hospital Medical Directors and Specialist Nurses
Organ Donor Coordinators
State Medical Directors
Social and Pastoral Care Workers
Intensive Care, Operating Room and Emergency Nurses
National Network of Specialist Hospital Staff
NATIONAL EDUCATION STRATEGY ETHICAL AND LEGAL PRACTICE MEDIA LIAISON EDUCATION DATA/ AUDIT PROCESS ORGAN PRESERVAT-ION ORGAN RETRIEVAL PROCESS ORGAN OFFER PROCESS FAMILY SUPPORT DONOR MANAGE-MENT FAMILY CONSENT PROCESS MEDICAL SUITABILITY DONOR ID DETERMIN-ATION OF DEATH COMPETENCY
Community Communications Understanding where most community information about organ donation comes from: World Transplant Games
Community Communications Entertainment Media: books, films, Television, Internet
Sporting legend dies after bashing
10 patients benefit after multi-organ donation
May 2004 becomes all time record month for organ donation in Australia
Benchmarking Survey – Key Findings
The majority of Australians (77%) are willing to become organ and tissue donors.
The majority of Australians (78%) recognise it is important to discuss their donation wishes with the people close to them.
Less that 50% have had memorable discussions about their donation wishes.
And 50% of Australians do not know the donation wishes of their loved ones.
National Media Campaign … to close the gap between high level of public acceptance of transplantation and family consent rates
Organ and tissue donors save lives.
The people close to you need to know your decision.
Consent will be sought from the people close to you for donation to proceed
A Call to Action Discover - Increase awareness and knowledge about organ and tissue donation in the community - Know the facts and bust the myths - To enable Australians to make an informed personal decisions about organ and tissue donation Decide - Register your decisions on the AODR Discuss - Encourage Australians to know the wishes of their loved ones Knowing the wishes of their loved ones makes upholding individual decisions on organ donation easier
Website, Social Media....
Monitoring the National Media
Monitoring the National Media Donation Rates drop in her home city
Limitations of National Media
Good stories and pictures sell advertising space
Positive effect is short term unless repeated on regular basis
Over exposure of good stories may lead to complacency
Damaging story can have a long term effect
Organ Donation Rates in Australia We are moving in the right direction
Building on 2010
Australian National Organ and Tissue Authority Program [email_address]