1. USE OF WEB 2.0 AS A COMMUNICATION STRATEGY TO CREATE A CULTURE IN FAVOR OF ORGANS AND TISSUE DONATION IN VENEZUELA Zoraida Pacheco; Almeida G; Alonzo E; Altuve J; Montoya E; Milanes Cl;Rivas V P Sistema de Procura de Órganos y Tejidos, Organización Nacional de Trasplante de Venezuela, Ministerio del Poder Popular para la Salud.

2.  The Web 2.0 applications are being used in many fields as advertising, commercial purpose, public health and so on, to facilitate information sharing.  The advantage of being free, easy to use provides the user with more alternatives for participation and creates bonds of trust and feelings of reference.  In Venezuela 37.7% of the population have access to the Internet, taking 3rd place in Latin America penetration of Web 2.0 with 70%, and the 7th most active country on Facebook (87.8%) and Twitter (21%).  Other countries have used Web 2.0 related to donation and transplantation issues. However, it has not been investigated the simultaneous use of 2.0 tools as a communicational strategy similar to that presented in our experience. Introduction

3. Objectives Analyze the presence in the Web 2.0 Social Network as a communication strategy to address donation and transplantation issues in the Venezuelan society..

4. Materials & Methods-1 In mid-2009 the organs and tissue procurement system (OTPS) created web 2.0 applications for managing information and communication. They started with the creation of Account on Google, A blog (http://reciclalavida.wordpress.com/),http://reciclalavida.wordpress.com A Twitter profile @reciclalavida and @ spotvenezuela, and@reciclalavida @ spotvenezuela Facebook Group (Organizacion Nacional de Trasplante de Venezuela ).Organizacion Nacional de Trasplante de Venezuela A strategy for generation and dissemination of information were designed meeting the needs of users and the objectives of the organization..

5. Materials & Methods -2 Internal process in Web 2.0 of ONTV Content generators Dissemination of information in Web 2.0 Real time Deferred Multimedia applications

6. Results (Slide 5 - 8) After two years of evaluation period, the twitter presented a 300% increase from baseline, with 1718 followers and has generated over 5629messages. The blog shows a steady increase of visits with a total of 9296. Facebook exchange 2016 messages, while increase their followers to 2785. Origen de las visitas a @reciclalavida 49.4% 12.7% 6.3% 16.5%

7. Results (Slide 5 - 8) Visits Blog Recicla la Vida

8. Results (Slide 5 - 8)

9. Conclusions (Slide 9 – 10) The promotion of these media has increased the number of people receiving information on the subject. The web 2.0 applications offers all users the same freedom to contribute and opens the possibility for rational debate and collaboration, requiring quick responses to their questions and providing social interaction for the creation of a culture in favor of the donation. The users are very active in the production of information making difficult to quantify the multiplier effect of their interactions.

10. Conclusions (Slide 9 – 10) These results demonstrated that the use of Web 2.0 tools is an easy, direct and economical way to inform and communicate donation and transplantation issues to the people.