Pharma > Disease Awareness & Understanding
McCANN HEALTH, Sao Paulo / HOSPITAL MOINHOS DE VENTO / 2019
Awards:
Overview
Credits
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
N/A
Describe the target audience and why your work is relevant to them.
According to the Brazilian Association of Organ Transplants, out of 8 potential organ donors, only 1 effectively becomes a donor. The awareness about it still low even between Healthcare Professionals, the main influencers on the patients family decision about donation.
Cultural/Context information for the jury
In Brazil, the process for organ donation can be performed when brain death confirmed.
Doctors are responsible for communicating to the patient's family members about it, providing guidance and withdrawing all family doubts about the procedure.
Although the candidate for organ donation has made clear his will, only relatives have the right to authorise the withdrawal of organs for donation after the finding of brain death.
Doctors have a crucial role in convincing families to collaborate.