From words to action--influence of two organ donation campaigns on knowledge and formal decision making

In Sweden, two donation campaigns have been carried out; one short term (STC) during October 2001, and one long term (LTC) between the years 2003-2005. The goal was not only to inform the public but also to create a positive attitude, make people talk about donation and formally declare their decision.

The effects of the two campaigns were evaluated through three opinion polls.

The willingness to donate was widespread (86%) before and after the campaigns. The LTC increased the knowledge of the Donor Card (24-35%, p < 0.001) and the National Donor Registry (19-40%, p < 0.001). The LTC focused on making people register, still though, only a small increase of registrants was found (11-14%, p = 0.043). The proportion expecting the question of organ donation if their relative was to die under circumstances that made organ donation possible increased (73-79%, p = 0.002). No corresponding increase was found regarding the number having informed a relative about their decision (20-23%, ns).

The LTC was successful in increasing the expectation for the donation request. It also improved the knowledge of the Card and the Registry and slightly increased the number having registered. However, neither of the campaigns succeeded in making people inform their relatives.