Στρατηγική προώθησης και βελτιστοποίησης της δωρεάς οργάνων
Strategic promotion and optimization of organ donation
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Keywords
Δωρεά οργάνων ; Στρατηγική προώθησης ; Κοινωνική αποδοχή ; Επικοινωνιακή καμπάνια ; Τεκμαιρόμενη συναίνεσηAbstract
Organ donation is a vital field of medicine since it saves lives and profoundly
enhances the quality of life of thousands of recipients all over the world. Low rates of
donation exist, though, especially in Greece, regardless of changes within institutions
and improvements in the field of medicine. The thesis will analyze the organ donation
phenomenon from the perspective of strategic planning and communication policy in
order to prepare proposals aiming to increase social acceptance and make measures of
awareness-raising more effective.
To begin with, the research examines the history of organ donation development in
Greece and abroad, the legal and institutional environment of organ donation in
Greece and abroad, and the bioethical and ethical dimensions of consent, body
dignity, and family role. By way of international literature analysis, public opinion
social and cultural determinants are uncovered, as well as the transferability of
institutional trust, sufficient information, and emotional power of communication.
The thesis thereafter provides a strategic review of available awareness activities and
recommends a multi-level sensitization strategy. These include the utilisation of
traditional and new media, school community education, coordination with health
providers and public institutions, and the mobilization of public influencers such as
celebrities and influencers. The proposal is internationally informed best practice and
informed by a SWOT framework and communications plan analysis.
The research concludes that organ donation necessitates continuous strategic
planning, organizational stability, and social involvement. Successful application of
the model would make a significant difference to donors in Greece, securing the
long-term basis of a posthumous culture of solidarity and generosity.