Promoting organ donation through challenge campaigns

Area of Science:

• Public Health
• Health Promotion
• Organ Donation Advocacy

Background:

• Organ donor registration campaigns were conducted in New York State in 2012-2013.
• Community advocates led month-long outreach efforts.
• Top performing teams received recognition and rewards.

Purpose of the Study:

• To increase the number and proportion of New York residents consenting to organ donation.
• To enhance participation in the electronic registry.

Main Methods:

• Four month-long campaigns were implemented in fall and spring of 2012 and 2013.
• Recruitment involved statewide efforts by the New York Alliance for Donation and organ procurement organizations.
• Project staff recruited and educated team leaders using online and offline strategies.

Main Results:

• 107 teams were recruited across four campaigns.
• 2,286 individuals registered their consent to donate organs.
• On average, each team recruited 21 individuals, with 40% of teams registering zero participants.

Conclusions:

• Community-based challenge campaigns can contribute to organ donor registrations.
• Strategies to improve team engagement and outreach effectiveness may be needed.
• Sustained efforts are crucial for increasing organ donor consent rates.