how to manage adverse publicity: the case of spain · 550 1667 550 687 778 832869 960 10371032 1155...
TRANSCRIPT
RAFAEL MATESANZ
DIRECTOR ONT - SPAIN
HOW TO MANAGE ADVERSE PUBLICITY
THE CASE OF SPAIN
UNIVERSAL PROBLEM
FAMILY APPROACH A KEY POINT OF THE PROCESS
SKILL OF
THE COORDINATOR PREVIOUS
EXPERIENCE
YES NO
FAMILY INTERVIEW
MAGIC SOLUTIONS PUBLICITY CAMPAIGNS
bullChanges of Legislation
bullPublicity Campaigns
bullDonor Registries
bullDonor Cards Driving Licenses
bullOther ways of promotion
ldquoCLASSIC APPROACHESrdquo
TO IMPROVE ORGAN DONATION
IMPACT OF THE CAMPAIGN MONEY INVESTED
DIRECT RELATIONSHIP BETWEEN
IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT
PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
UNIVERSAL PROBLEM
FAMILY APPROACH A KEY POINT OF THE PROCESS
SKILL OF
THE COORDINATOR PREVIOUS
EXPERIENCE
YES NO
FAMILY INTERVIEW
MAGIC SOLUTIONS PUBLICITY CAMPAIGNS
bullChanges of Legislation
bullPublicity Campaigns
bullDonor Registries
bullDonor Cards Driving Licenses
bullOther ways of promotion
ldquoCLASSIC APPROACHESrdquo
TO IMPROVE ORGAN DONATION
IMPACT OF THE CAMPAIGN MONEY INVESTED
DIRECT RELATIONSHIP BETWEEN
IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT
PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
FAMILY APPROACH A KEY POINT OF THE PROCESS
SKILL OF
THE COORDINATOR PREVIOUS
EXPERIENCE
YES NO
FAMILY INTERVIEW
MAGIC SOLUTIONS PUBLICITY CAMPAIGNS
bullChanges of Legislation
bullPublicity Campaigns
bullDonor Registries
bullDonor Cards Driving Licenses
bullOther ways of promotion
ldquoCLASSIC APPROACHESrdquo
TO IMPROVE ORGAN DONATION
IMPACT OF THE CAMPAIGN MONEY INVESTED
DIRECT RELATIONSHIP BETWEEN
IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT
PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
SKILL OF
THE COORDINATOR PREVIOUS
EXPERIENCE
YES NO
FAMILY INTERVIEW
MAGIC SOLUTIONS PUBLICITY CAMPAIGNS
bullChanges of Legislation
bullPublicity Campaigns
bullDonor Registries
bullDonor Cards Driving Licenses
bullOther ways of promotion
ldquoCLASSIC APPROACHESrdquo
TO IMPROVE ORGAN DONATION
IMPACT OF THE CAMPAIGN MONEY INVESTED
DIRECT RELATIONSHIP BETWEEN
IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT
PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
MAGIC SOLUTIONS PUBLICITY CAMPAIGNS
bullChanges of Legislation
bullPublicity Campaigns
bullDonor Registries
bullDonor Cards Driving Licenses
bullOther ways of promotion
ldquoCLASSIC APPROACHESrdquo
TO IMPROVE ORGAN DONATION
IMPACT OF THE CAMPAIGN MONEY INVESTED
DIRECT RELATIONSHIP BETWEEN
IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT
PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
bullChanges of Legislation
bullPublicity Campaigns
bullDonor Registries
bullDonor Cards Driving Licenses
bullOther ways of promotion
ldquoCLASSIC APPROACHESrdquo
TO IMPROVE ORGAN DONATION
IMPACT OF THE CAMPAIGN MONEY INVESTED
DIRECT RELATIONSHIP BETWEEN
IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT
PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
IMPACT OF THE CAMPAIGN MONEY INVESTED
DIRECT RELATIONSHIP BETWEEN
IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT
PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
EXCESS OF PUBLICITY
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
OTHER
TELEFONICA
EL CORTE
INGLES
PROCTER amp
GAMBLE
HEALTH
MINISTRY
INVESTMENT IN PUBLICITY SPAIN
402 355 325 0001
TOTAL 2004 MILLIONS euro
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
APART FROM SOME ANECDOTAL
OBSERVATIONS THERE IS NO EVIDENCE ON MEDICAL LITERATURE
DOCUMENTING THAT DIRECT PUBLICITY
CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY
THE ATTITUDE OF THE PUBLIC
TO ORGAN DONATION
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC
ABOUT ORGAN DONATION AND TRANSPLANTATION
1987 1988 1989 1990
NATIONAL SURVEY
SURVEY
FOLLOW UP
SAME LEVEL
TV PUBLICITY CAMPAIGNS 12 MONTHS
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
SPANISH MULTIVARIANT NATIONAL SURVEY
bullSIGNIFICANT RELATIONSHIP BETWEEN
PUBLIC ACCEPTANCE OF ORGAN DONATION
CONVICTION THAT TRANSPLANTATION IS A
GOOD ELEMENT OF HEALTH CARE
Martiacuten et al NEFROLOGIA 1991
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
TRANSPLANT BROADCASTS
SOCIAL PERCEPTION
DONATIONS
positive
negative
GOOD
BAD
+
-
MASS MEDIA CITIZENS
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
NEGATIVE INFLUENCE OF
ADVERSE PUBLICITY
ON ORGAN DONATION
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
UNITED KINGDOM PANORAMA EFFECT
ORGAN DONORS
BBC-TV ARE REALLY DEAD
THESE DEADS
year
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
FRANCE PUBLIC DISCUSION ABOUT PRIORITIES
IN THE ACCESS TO WAITING LISTS -1993
SAME IN GERMANY
2012
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
1996 DIPLOMATIC DISCUSION USA ndash SPAIN FOR A JOURNALIST
PRIZE ABOUT FALSE ORGAN TRAFFICKING
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
SPAIN PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS
IN DONOR DETECTION AND FAMILY
REFUSALS
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
15
20
25
30
35
40
45
50
55
nov-01
dic-01
ene-02
feb-02
mar-02
abr-02
may-02
jun-02
jul-02
ago-02
sep-02
oct-02
nov-02
dic-02
ene-03
feb-03
mar-03
abr-03
may-03
jun-03
jul-03
ago-03
sep-03
oct-03
POTENTIAL DONORS
FAMILY REFUSALS
REAL DONORS
PANORAMA EFFECT IN THE REGION OF PIEMONTE ITALY
SANITARY SCANDALS
IN LOCAL MEDIA
2 3
1
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
550 1667
550687
778832869960
103710321155
125013451335
141014481494154615091550157716041502
1667
1334
143
178
202217
226
268
29
339325
33733934635133834342344
32
353
2725
336315
0
200
400
600
800
1000
1200
1400
1600
1800
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
0
5
10
15
20
25
30
35
40
NUMBER RATE pmp
ORGAN DONOR IN SPAIN SINCE
THE START OF ONT
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
550 1667 ATTITUDES OF THE SPANISH POPULATION
TOWARDS ORGAN DONATION
61
176
79
154
82
147
0
10
20
30
40
50
60
70
80
90
100
1993 1999 2006
DONOR CARD I WOULD DONATE I WOULD NOT DONATE DONT KNOW
584 56 583
NATIONAL POLL ndash ONT-AUTONOMOUS UNIVERSITY OF MADRID
REAL DONORS
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
COORDINATION
NETWORK
SPECIAL
PROFILE
INSIDE THE
HOSPITALS
BRAIN DEATH
AUDIT
HOSPITAL
REIMBURSEMENT
TRAINING OF
PROFESSIONALS
ATENTION TO THE MEDIA
THE SPANISH MODEL amp TRANSPLANTATION ORGAN DONATION
THE SPANISH MODEL
A MANAGEMENT SYSTEM
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
R MATESANZ
ACTIVE COOPERATION
WITH THE MASS MEDIA
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS
TRANSPLANT
SURGERY
DRUGS
DONATION
LEGISLATION
ETHICS
BRAIN DEATH
ORGAN TRAFFICKING
ADMINISTRATIVE ASPECTS
TISSUES
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
hellipTHAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE
DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO
MANY DIFFERENT QUESTIONS
AND THE SAME CAN BE SAID
FOR A NON ESPECIALIZED JOURNALIST
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
24 HOUR TRANSPLANTATION HOT LINE
NURSE
DOCTOR
DIRECTOR SAME TELEPHON OF THE SPANISH ONT
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
bullTHIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS AND ADDRESSED TO
bullHEALTH PROFESSIONALS bullJOURNALISTS bullHEALTH ADMINISTRATIONS bullSECURITY SERVICES
bullGENERAL POPULATION
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
PERIODICAL MEETINGS
SHARED BY JOURNALISTS
ONT amp COORDINATORS
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIOacuteN
NACIONAL DE TRASPLANTES
LA IMPORTANCIA DE LOS
MEDIOS DE COMUNICACIOacuteN
EN LA DONACIOacuteN
Y EL TRASPLANTE
REUNIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRASPLANTES Y COMUNICACIOacuteN
TRAINING COURSES
IN COMUNICATION
FOR TRANSPLANT
COORDINATORS IN
MOST OF THE REGIONS
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
COMUNICATION (WITH THE
FAMILIES OR THROUGH THE MEDIA)
CAN ALWAYS BE LEARNED
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
WHY SOME
DOCTORS ARE
AFRAID OF
JOURNALISTS
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
IS IT REAL THE ORGAN TRAFFICKING
HOW CAN AND SHOULD
BE EXPLAINED
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
HOW TO APPROACH CONFLICTIVE TOPICS
BRAIN DEATH ORGAN TRAFFICKING
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
HOW REAL IS THE
STOLEN KIDNEY MYTH
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
SUCH A KIND OF THINGS
REALLY HAPPEN
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
bull ARE THESE
MESSAGES
REALLY
WORTHWHILE
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
HOW TO MANAGE ADVERSE PUBLICITY
ORGAN DONORS DECREASE
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
HOW TO COMMUNICATE WHAT TO DO WHAT NOT TO DO
+ +
SHORT MESSAGES
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
MESSAGES ALWAYS POSITIVE
1993 2002
ldquoSUCCESS IS WHAT HELPS MORE TO WIN rdquo
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
CONCLUSIONS
bullCOMUNICATION IS A COMPLEX AND DEMANDING TASK bullIT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT bullRELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
CONCLUSIONS
bullA GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS
MANDATORY
bullTHIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION
OF ITS OBJECTIVES
bullFINAL GOAL TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN
DONATION ON AN INTERNATIONAL LEVEL
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
PUBLIC
INTEGRATED
SYSTEM
ALTRUISTIC
UNIVERSAL
OR
GA
NS
DONATION TRANSPLANTATION
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
ldquoWe can and will succed in creating a unified prosperous and democratic Europerdquo
MEDIATIC IMPACT OF ONT
(EDITORIAL COVERAGE)
ADVERTISING VALUE EQUIVALENCE FIRST 3 MONTHS 2013
bull927 IMPACTS
bullTV 170 (343 min)
bullRADIO 216 bullPAPERS 527
(INTERNET NOT INCLUDED
ADVERTISING VALUE EQUIVALENCE
1700000 euro 3 MONTHS (JUST FOR SPAIN)
INTERNATIONAL MEDIA
BBC radio amp TV AUSTRALIAN ABC WALL STREET JOURNAL LE MONDE
amp media from Germany France Russia LATINAMERICA and other countries
+
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler
Thank you
Dank U wel
Vielen Dank
Merci Beaucoup
Paracalo
Grazie Mille
Muchas Gracias
Domo Arrigato
Koumlszoumlnoumlm Szeacutepen
Najlepa Hvala
Teşekkuumlrler