Organ Donor Registration Rates Nearly Double after On-Site Public Health Campaign at Driver’s Licensing Facilities

News Wise | National Communication Association
Point-of-decision materials without mass media offer effective, low-cost strategy, researchers say.

Newswise — Washington, DC (April 10, 2012)- Amid a nationwide organ donor shortage, the state of Michigan has found a cost-effective way to increase its donor registry, by using only print promotional materials at driver’s licensing facilities rather than a multimedia campaign, a new study finds. The results appear online in the National Communication Association’s Journal of Applied Communication Research.

Placing behavior-prompting messages in selected Michigan Department of Motor Vehicle (DMV) offices almost doubled donor registration rates at test sites, report the authors, led by Andy King, a doctoral candidate at Purdue University’s Brian Lamb School of Communication, West Lafayette, Ind.

“There continues to be a gap between Americans who state they are favorable to organ donation and those who are actually registered donors,” King said. “There are many reasons people decide not to be donors, but for many people the reason they are not designated donors is because they don’t know how to sign up or they don’t remember to declare their intent to be donors in situations when they could.”
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