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
The Response <ul><li>Australian Organ and Tissue Authority formally established 1st January 2009 under the Australian Orga...
<ul><ul><li>New National Approach and System – (one National Authority and a network of OTDA’s) </li></ul></ul><ul><ul><li...
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 p...
<ul><li>Hospital Medical Directors and Specialist Nurses </li></ul><ul><li>Organ Donor Coordinators </li></ul><ul><li>Stat...
 
 
NATIONAL EDUCATION STRATEGY ETHICAL AND  LEGAL PRACTICE MEDIA LIAISON EDUCATION DATA/ AUDIT PROCESS ORGAN  PRESERVAT-ION O...
Community Communications  Understanding where most community information about organ donation comes from: World Transplant...
Community Communications  Entertainment Media: books, films, Television, Internet
Community Communications  <ul><li>Sporting legend dies after bashing </li></ul><ul><li>10 patients benefit after multi-org...
Benchmarking Survey – Key Findings <ul><li>The majority of Australians (77%) are willing to become organ and tissue donors...
National Media Campaign …  to close the gap between high level of public acceptance  of transplantation and family consent...
A Call to Action Discover  - Increase awareness and knowledge about organ and tissue donation in the community - Know the ...
National MediaCampaign
Website, Social Media....
Monitoring the National Media
Monitoring the National Media Donation Rates drop in her home city
Limitations of National Media <ul><li>Good stories and pictures sell advertising space </li></ul><ul><li>Positive effect i...
Organ Donation Rates in Australia We are moving in the right direction
Building on 2010
Australian National Organ and Tissue Authority Program [email_address]
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Yael Cass - Australia - Wednesday 30 - Communicational strategies to encourage public awareness

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  • Living and deceased otpmp 2008 Australia is a middle ranking country – illustrating the strength of our transplant expertise – with considerable room to improve.
  • Natural that the taskfroce would look towards those who have achieved so much Again and again RM woud go back focusing on what happens in hospitals, supporting those who care for those who are dead and dying
  • A benchmarking survey was conducted by Woolcott Research between 23 April to 10 May 2010, prior to the campaign launch. This will allow a baseline measure to be established for awareness levels related to organ and tissue donation and family discussion of this subject.
  • Key message of our national communications campaign is KNOW THEIR WISHES.
  • OUTCOMES of the public communications campaign at July 2011 was AWARENESS of need for family consent had INCREASED by 10% to 74% DISCUSSION of donation wishes with family members had INCREASED by 12% to 60% KNOWLEDGE of family members wishes had INCREASED by 6% to 57%
  • Organ Donors As at the end of October 2011 there were 286 deceased organ donors nationally. This is 11 % higher than the 2010 October year to date outcome ( 258 deceased organ donors). The growth in 2011 builds upon the 25 % growth achieved in 2010. Projected outcome of 343 donors in 2011.
  • When our national outcomes are translated into population-based rates we see a similar growth. Over the 12 months to December 2010, Australia achieved an deceased donor organ transplant rate of 43.8 representing a 14% increase over the 2009 rate of 38.5 otpmp. In 2011 our YTD annualised rates are likely to be: 15.2 dpmp 46.4 otpmp
  • This is a good solid start – but there is much more work to be done.
  • Yael Cass - Australia - Wednesday 30 - Communicational strategies to encourage public awareness

    1. 1. Communications Strategies in Australia to encourage public awareness Yael Cass CEO Australian Organ and Tissue Authority
    2. 2. Transplanted Organs pmp per Year in Most Active Member States
    3. 4. Time series plot of Australian monthly organ donors (Jan 2000 – Mar 2007)
    4. 5. Moving Annual Total for Australian monthly organ donors (Jan 2001 – Mar 2007) Something influences actual donation rates
    5. 6. The Response <ul><li>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 </li></ul><ul><li>Commitment of all state and territory governments </li></ul><ul><li>Record Commonwealth funding of $151 million over four years including new funding of $136 million </li></ul>
    6. 7. <ul><ul><li>New National Approach and System – (one National Authority and a network of OTDA’s) </li></ul></ul><ul><ul><li>Specialist Hospital Staff and Systems </li></ul></ul><ul><ul><li>New Funding for Hospitals </li></ul></ul><ul><ul><li>Professional Education </li></ul></ul><ul><ul><li>Community Awareness and Education </li></ul></ul><ul><ul><li>Support for Donor Families </li></ul></ul><ul><ul><li>Safe, Equitable and Transparent National Transplantation Processes </li></ul></ul><ul><ul><li>National Eye and Tissue Donation and Transplantation Network </li></ul></ul><ul><ul><li>Other Donor Initiatives including Living Donation Programs </li></ul></ul>Reform Package
    7. 8. Reports provide little advice, but: Both Professional and Community Attitudes are important
    8. 9. 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
    9. 10. <ul><li>Hospital Medical Directors and Specialist Nurses </li></ul><ul><li>Organ Donor Coordinators </li></ul><ul><li>State Medical Directors </li></ul><ul><li>Designated Officers </li></ul><ul><li>Social and Pastoral Care Workers </li></ul><ul><li>Intensive Care, Operating Room and Emergency Nurses </li></ul><ul><li>Clinical Champions </li></ul>National Network of Specialist Hospital Staff
    10. 13. 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
    11. 14. Community Communications Understanding where most community information about organ donation comes from: World Transplant Games
    12. 15. Community Communications Entertainment Media: books, films, Television, Internet
    13. 16. Community Communications <ul><li>Sporting legend dies after bashing </li></ul><ul><li>10 patients benefit after multi-organ donation </li></ul><ul><li>May 2004 becomes all time record month for organ donation in Australia </li></ul>March, 2004
    14. 17. Benchmarking Survey – Key Findings <ul><li>The majority of Australians (77%) are willing to become organ and tissue donors. </li></ul><ul><li>The majority of Australians (78%) recognise it is important to discuss their donation wishes with the people close to them. </li></ul><ul><li>Less that 50% have had memorable discussions about their donation wishes. </li></ul><ul><li>And 50% of Australians do not know the donation wishes of their loved ones. </li></ul>
    15. 18. National Media Campaign … to close the gap between high level of public acceptance of transplantation and family consent rates <ul><li>Organ and tissue donors save lives. </li></ul><ul><li>The people close to you need to know your decision. </li></ul><ul><li>Consent will be sought from the people close to you for donation to proceed </li></ul>
    16. 19. 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
    17. 20. National MediaCampaign
    18. 21. Website, Social Media....
    19. 22. Monitoring the National Media
    20. 23. Monitoring the National Media Donation Rates drop in her home city
    21. 24. Limitations of National Media <ul><li>Good stories and pictures sell advertising space </li></ul><ul><li>Positive effect is short term unless repeated on regular basis </li></ul><ul><li>Over exposure of good stories may lead to complacency </li></ul><ul><li>Damaging story can have a long term effect </li></ul>
    22. 25. Organ Donation Rates in Australia We are moving in the right direction
    23. 26. Building on 2010
    24. 27. Australian National Organ and Tissue Authority Program [email_address]

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