Promoting Organ Donation through Challenge Campaigns

Abstract

Context— Four challenge campaigns in 2012 and 2013 were undertaken to promote organ donor registrations in New York State. Challenge campaigns relied on community advocates statewide to initiate month-long outreach efforts with top teams earning monetary rewards and public recognition. Objective— To significantly increase the number and proportion of New York residents who have consented to donation through the electronic registry. Design— Four month-long campaigns undertaken in fall and spring of 2012 and 2013. Setting— Statewide recruitment efforts organized by New York Alliance for Donation and the 4 organ procurement organizations in New York State. Participants— Adult residents of New York State. Intervention— Project staff recruited team leaders across New York State and used online and offline resources to recruit teams, educate team leaders, and bolster outreach efforts. Main Outcome Measures— Number of completed registration forms within month-long campaign periods. Also investigated were statistics on website use (eg, page views, new visitors) and interviews with team leaders regarding campaign activities after the campaign. Results— Across 4 campaigns, 107 teams were recruited and 2286 persons registered their consent to donate through the state system. Each team recruited a mean of 21 persons; 40% of teams registered 0 persons.