DMV-Based Campaign Helped Boost Organ Donations10/16/13
WEDNESDAY, Oct. 16 (HealthDay News) -- An organ-donation
campaign based in Illinois Department of Motor Vehicle offices
boosted the number of people who registered as donors, according to
a new study.
Surveys show that more than 90 percent of Americans support
organ donations, but less than half register as donors. The
University of Illinois researchers wanted to assess the effect of
promoting organ donation at DMV offices, where most people make
their decision about organ donation.
The study included 40 DMV offices in the state. Brochures,
counter mats and posters were placed in 20 of those offices for
four months in 2011. The researchers also trained volunteers at
those offices to hand out materials and provide information to
visitors. A media campaign with radio, roadside and bus ads took
place in the areas served by the offices.
The other 20 offices in the study served as a comparison
A significant reduction was seen in the downward trend for
organ-donation registration at the 20 offices targeted by the
campaign, compared to the other offices, according to the findings
in the current issue of the journal
The improvement was not dramatic but was meaningful because most
of those who registered had likely been asked before and declined
as part of previous license renewals, said Brian Quick, a professor
in the department of communication and in the College of
"We were not going after the lowest-hanging fruit [with the campaign]," Quick said in a university news release. "We were seeking people who were resistant to registering as organ donors."
Drivers have been asked about organ donation as part of their
license renewal since Illinois created a first-person, legally
binding consent registry in 2006.
The reasons people refuse to register as organ donors are
unclear, but may involve factors such as fear, distrust and just
not wanting to do it, Quick said.
"Our research suggests, however, that individuals are much more likely to say yes when they understand that as many as eight lives can be saved, and 25 others improved, by a single donor," he added.
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