Hispanic organ donation: impact of a Spanish-language organ donation campaign

Hispanic Americans have a substantial need for organ transplants and are underrepresented among organ donors, yet very little is known about how to increase available donors in this community. This study assesses the impact of a Spanish-language media campaign targeting organ donation among Hispanic Americans in two urban Arizona counties.

The study collected data via four surveys conducted before and after implementation of a Spanish-language media campaign targeting organ donation among Spanish-dominant Hispanic Americans in Pima and Maricopa counties in Arizona. The main intervention consisted of four Spanish-language television advertisements and two Spanish-language radio advertisements.

The media campaign was successfully implemented and attained substantial exposure among the target audience. Postintervention beliefs were more prodonation, and there was more family discussion postintervention. In both counties, residents exposed to the campaign reported more prodonation beliefs and family discussion. Exposed Maricopa residents were also more likely to be potential donors.

Study data indicate a positive impact of a media campaign targeting organ donation beliefs and behaviors among Spanish-dominant Hispanic Americans in Arizona. It is hoped that these findings will stimulate further research in this important area.