公共服务公告作为建立器官捐赠信任的工具

A. A. Anisimov, A. Abdullina, A. T. Raimova, Yuri A Anisimov
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引用次数: 0

摘要

基本原理。在发达国家,公共服务公告长期以来一直是诊断和纠正社会行为的普遍工具,包括捐助活动的增加。考虑到俄罗斯存在的器官捐献普及惯性,对国外积极公益广告案例的回顾具有较高的科学性和现实意义。的目标。研究全球器官捐赠公益公告的实例。材料和方法。我们回顾了西班牙、葡萄牙、意大利、梵蒂冈、比利时、阿根廷、巴西、法国、德国、新加坡、日本等捐赠组织的公益广告产品。对俄罗斯器官捐献普及情况进行了评估,并提出了改进措施。结论。器官捐赠公益公告在“选择加入”和“选择退出”国家都得到广泛使用,在俄罗斯联邦形成积极舆论的潜力很大。在俄罗斯,旨在促进器官捐赠的活动是不够的,有必要扩大规模。在这方面,拥有必要专业人员和市场能力的独立非牟利机构,可被视为政府开展器官捐赠教育工作,特别是执行公益广告的可靠伙伴。
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Public service announcement as a tool for building trust in organ donation
Rationale. In developed countries, public service announcement has long been a universal tool for diagnosing and correcting social behavior, including the donor activity increase. Considering the existing organ donation popularization inertia in Russia, the review of positive foreign public service announcement examples has a high scientific and practical relevance. Aim. To study the world examples of organ donation public service announcement. Material and methods. We reviewed public service announcement products of donor organizations from Spain, Portugal, Italy, the Vatican, Belgium, Argentina, Brazil, France, Germany, Singapore, and Japan. We assessed the popularization of organ donation in Russia and highlighted the ways for its improvement. Conclusion. Organ donation public service announcement are widely used both in "Opt In" and "Opt Out" countries and have a high potential for forming a positive public opinion in the Russian Federation. In Russia, the activities aimed at promoting organ donation are insufficient, there is a need to scale it up. In this regard, independent non-profit organizations with the necessary professional staff and marketing competencies can be considered as reliable partners for the government in conducting educational work on organ donation, in particular, in the public service announcement implementation.
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