Alejandro Niño Murcia, MD FACS Fernando Arturo Girón Luque Juan Gonzalo López Casas

1. NATIONAL JOURNALISM ON TRANSPLANTATION AWARD : AN EFFICIENT STRATEGY FOR COMMUNITY EDUCATION WITH OUTSTANDING RESULTS Alejandro Niño Murcia, MD FACS Fernando Arturo Girón Luque Juan Gonzalo López Casas Laura Niño Torres Mónica Sarmiento

2. 2008 - 2011

3. Environment Analysis Organ donation in Colombia 2008 • 9,6% donors per million inhabitants in Colombia • 7,932 people with web ID of the National Health Institute in December 2008 • 41% family denial

4. Environment Analysis • Urban myths about organ donation • Lack of knowledge about laws and procedures regarding organ donation with transplantation purposes

5. Social Responsibility Strategic alliance between Asociación Colombiana de Trasplante de Órganos (ACTO), the Colombian National Institute (INS) and Genzyme pharmaceutical laboratory with the next purposes: • To increase the number of patients benefited by a transplant by encouraging a favorable culture about donation • To show the patients needs when being considered in a waiting list • To support the scientific work of the transplantation groups

6. Strategy

7. General Objective Sensitizing the media about organ donation problems throughout various perspectives

8. Award Objectives The Journalism Award “Donating there’s life” wants to bring up the journalist’s work when they use the media to enlighten people in an objective, profound and responsible way to the Colombian population the organ and tissue donation as a voluntary and altruistic act. KEVIN is a benefited transplanted patient during the second edition of the award. A true story of this award’s success. • It looks to strengthen the culture creation of organ donation in the Colombian population, which will certainly help saving and improving the way of life of many patients in the waiting list

9. Award Basics CONTESTERS: Any journalist linked to the massive media, as well as independent journalists that help spreading their work in any massive media format. The paper can be developed in a collective manner, but the award contester will be a representative of the team work and will enjoy the price if elected.

10. Award Basics MODALITIES: • Written press • Television • Radio • Alternative media, internet

11. Evaluation Criteria • 40% for quality of the journalist work, the truthfulness and research • 30% For effective contribution for the better understanding of the organ and tissue donation problematic and the improvement of the quality of life of the transplanted patients • 10% Use of diverse sources of information

12. Gradings JURY • 1 Representative of the regulator entities, National Health Institute, Social Protection Ministry • 1 Academy Representative • 1 Representative of the Asociación Colombiana de Trasplante de Órganos ACTO • 2 Currently working journalists

13. Gradings AWARD The first place award winners in each category will receive an international trip, where they will have the chance of a professional exchange about donation with transplantation purposes 1st and 2nd Edition: Madrid 3rd Edition:Buenos Aires, Montevideo

14. Tools • “Donating there’s life afterlife” campaign concepts • Web creation • Press folders with different approaches of the information

15. Tools • Creation of a contact network between the media and the information sources • Graphic pieces • Personalized visits to communication media nationwide.

16. Tools • Multimedia with works submitted in 2nd and 3rd editions • Press statements

17. Results 27 Participants 33 Works 37 Participants 71 Works 75 Participants 90 Works

18. Comparative Number of works per edition

19. Comparative Number of journalist contesting

20. Media Exposure Radio Minutes

21. Media Exposure

22. Panorama 2006-2011 Donors per million inhabitants Source: NationalRegistry of OrganDonation and Transplantation

23. Panorama de aceptación familiar a la donación Colombia 2007 - 2009. Family denial percentages 2006 - 2010. Source: National registry of Organ donation and Transplantation

24. Evolution Transplants per million inhabitants Source: National registry of Organ donation and Transplantation

25. Results • Family denial reduced 15.5% between the years 2008 and 2010 • 100.806 Colombians have expressed their will to be donors through the National Institute webpage Achievements obtained by the actions done by the interested groups in this problematic in both public and private sectors

26. Results THE JOURNALISM AWARD ROLE IN THIS ACHIEVEMENTS • Increase in the number of journalist sensitized with the organ donation problematic. • Significant growth of the media exposure of the subject, specially on television. • Greater penetration in cities through local media • The award organization consolidated as a source of investigation and information for journalists interested in health issues • A greater information for the public opinion, greater possibility of decreasing family denial.

27. Results Our slogan: Thanks for saying YESto the INFORMATION, so more Colombians will say YESto DONATION.

28. Conclusions • 1.- Practical work with quantifiable results • . 2.- Worldwide Companies with desire to participate in programs with social responsibilities 3.- Model which can be easily adapted and reproduced in different countries around the world