Organ Bağışı Kamu Spotlarının Üniversite Öürencileri Üzerinde Farkındalık Oluşturma Düzeyinin İncelenmesi

Year 2016, Volume: 9 Issue: 28/4, 121 - 146, 21.10.2016

Özlem Duğan , Emine Şahin

Abstract

Organ bağışı oranlarında istenilen düzeye ulaşabilmek için bireysel ve toplumsal bilincin oluşturulması önemli ve gereklidir. Organ bağışı konusunda halkı bilinçlendirmek ve bu konudaki duyarlılığı artırmak için birçok kurum ve kuruluş tarafından kampanya, seminer, konferans, eğitim toplantıları ve kamu spotları gibi çeşitli etkinlikler yapılmaktadır. Bu çalışma, Sağlık Bakanlığı ve Sivil Toplum Kuruluşları'nın organ bağışı ile ilgili hazırladıkları kamu spotlarının öğrenciler üzerinde farkındalık ve tutum değişikliği oluşturup oluşturmadığını belirlemeye yöneliktir. Söz konusu kamu spotlarının farkındalık ve tutum değişikliği yaratma etkisi Selçuk Üniversitesi, Uşak Üniversitesi ve Gaziantep Üniversitesi’nde eğitim gören öğrenciler üzerinde gerçekleştirilen bir anket çalışması ile ölçülmüştür. Çalışmadan elde edilen veriler, SPSS 22.0 programı kullanılarak yapılan t Testi, Chi-Square ve frekans analizleri sonucunda değerlendirilmiştir. Çalışma sonucunda organ bağışı ile ilgili kamu spotlarından öğrencilerin haberdar olma düzeylerinin düşük olduğu, daha çok sigarayı bırakmaya yönelik kamu spotlarının farkındalık oluşturduğu ve kamu spotlarının öğrencileri organ bağışı konusunda yeteri kadar ikna edemediği belirlenmiştir.

Keywords

Organ Bağışı, Kamu Spotları, Farkındalık Düzeyleri

Examination of Creating Awareness Level of Organ Donation Public Service Announcements on College Students

Abstract

Introduction

It is important and essentail to raise individual and social awareness in order to reach the desired level in organ donation rates. Various activities such as campaigns, seminars, conferences, training sessions and public service adsareheld by many institutions and organizations to raise public awareness about organ donation and promote the sensivity of this isssue. With public service announcements, to inform society on organ donation, to create awareness and to extend susceptibility on organ donation are aimed.

This study was carried out in order to determine whether or not public service ads prepared by the Ministry of Health and non-governmental organizations (NGOs) about organ donation have led to any awareness or attitude change on students. For this purpose, study is made to look answer for these questions:

1- Do public service announcements on organ donation create awareness on college-schoolers?

2- Does Ministry of Health develop an attitude on being watched of public service announcement and behavioral change on college students about watched public service announcements?

In study, it is aimed that to reveal rating of publicated public service announcements in Turkey on Organ Donation of Ministry of Health, whether public service announcements create awareness and whether positive behavioral attitude is developed after watched public service announcements. To determine how public service announcements of organ donation on behavioral change of audience is important in terms of bringing light to similar studies.

Methods

The sample of study is approximately 60 students from Uşak University, 110 students of Gaziantep University and 282 students from Selcuk University from different socio-cultural and socio economical classes. Non-probability sample is chosen as answers of participants will be analysed. Given survey form to participants is consist of 21 questions and 5 parts. Four questions which comprises of first part is prepared to evaluate demographic information; 3 questions which comprises of second part is prepared to evaluate waiting for organ and transplantation situations of participants and their relatives; 11 questions which comprises of third part is prepared to evaluate information level, association, favours and responses of participants on public service announcements for organ donation; one question that comprises of fourth part is prepared to evaluate watching rate of public service announcements; and 2 questions that comprises of fifth part is prepared to evaluate effect of public service announcements on organ donation behavioral change tendency. Collected datas are evaluated in consequences of frequency analysis, Chi-Square and applied t Test by using the programme of SPSS 22.0.

Findings

In study, it is determined that awareness level on organ donation campaigns prepared by Ministry of Health and Non-Governmental Organizations is 50,4 percent. Awareness level of women is higher. But, when examined watching rates of other campaign organized by Ministry of Health it is seen that organ donation public service announcements is second (Table 3). While watching ‘’Hayat Ver (Give Life)’’, in which mostly famuous people take place, audience wants to see people who are transplanted. It is seen that there is significant dispersion between men and women and it is determined that rates of women are higher. Participants says that given message in public service announcements, organ donation is for saving life. In study 69,1 percent of participants state that advertisement video on organ donation, which publicated on television and several channels of internet, reminds Ministry of Health and the fact that there is not significant difference between women and men is among obtained results. It is determined that acclaim level public service announcements on organ donation is 48 percent (The highest). It is revealed that participants would donate organs of their relatives in case of death rather than tendency of donating their own organs after watching public service announcement videos.

Conclusion

The results indicated that students were aware of social service ads about to stoping smoking and the Ministry of Health but not organ donation, therefore these social service ads were not persuasive enough about organ donation and they could not raise awareness on students. Besides, it is revealed that public service announcements on organ donation remind people Ministry of Health and do not remind of other important associations and organizations, participants prefer people who are transplanted in public service announcements rather than famous people and death of relatives because of organ donation is more effective than public service announcements. When evaluated results, it is seen that awareness level of organ donation public service announcements is low, public service announcements could not find target audience implicitly and they are not very effective on organ donation behavior. Accordingly, media planning of public service announcements on organ donation need to be made more feasible and watching rate need to be raised.

Keywords

Organ Donation, Social Service Ads, Awareness Levels

References

• Aaker, D., (1996). Building strong brands. NY: The Free Press.
• Akım, F. (2009). Sağlık alanında gerçekleştirilen sosyal sorumluluk kampanyalarının bireylerde farkındalık ve davranış değişikliğiyaratma etkisi: "Kalbini Sev Kırmızı Giy Kampanyası" üzerine bir değerlendirme. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 38, 5-20.
• Aydın, N. (2009). Etkili İletişim Stratejileri. İstanbul: Kum Saati Yayın Dağıtım.
• Aydın, O. ve Şahin, E. (2016). Hastanede sağlık iletişimini engelleyen faktörler ve bir model önerisi. Ordu Sosyal Bilimler Enstitüsü Dergisi, 15(2), 64-94.
• Başal, B. (2015). The reasons of low organ donation rates and remedy suggestions: A field survey. International Journal of Social Science, 33, 207-221.
• Baykan, Z. Naçar, M. Yamanel, R. Uzun, Ö. A. Dağlıtuncezdi, Ş. Davran, H. ve Murt, G. (2009). Tıp Fakültesi birinci sınıf öğrencilerinin organ-doku nakli konusundaki bilgi, tutum ve davranışları. Ulusal Cerrahi Dergisi, 25(4), 137-141.
• Becerikli, Y.S. (2012). Sağlık iletişimi çalışmalarında Alımlama analizinin kullanımı: odak grup çalışması yoluyla kamu kampanyaları ve reklam metinlerine ilişkin çapraz bir okuma pratiği. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 2(43), 163-177.
• Bilis, A. E. (2014). Kamu hizmetleri yayıncılığının yeni eğilimi: Kamu spotları üzerine bir inceleme, 1. Uluslararası İletişim Bilimi ve Medya Araştırmaları Kongresi, 12-15 Mayıs 2014, Kocaeli, Bildiriler Kitapçığı II, 347-364.
• Casais, B. ve Proença, J. (2012). Inhibitions and implications associated with celebrity participation in health-related social marketing: An exploratory research focused on HIV prevention in Portugal. Health Marketing Quarterly, 29(3), 206.
• Çınarlı, İ.(2008). Sağlık iletişimi ve medya, Ankara: Nobel Yayınları.
• Çoknaz, D. Umut, Ö. M. ve Velioğlu, N. M. (2013). Sosyal pazarlamada sigara karşıtı reklamlar ve etkileri. Social Business @Anadolu İnternational Conference, 30-31 Mayıs 2013, Eskişehir, 137-143.
• De Los Salmones, M. Dominguez, R. ve Herrero, A. (2013). Communication using celebrities in the non-profit sector, determinants of its effectivenes, İnternational Journal of Advertising, 32(1), 101-119.