The lay person and transplantation

Abstract

The work I will be presenting in this paper is part of a project carried out by a group of people coming from different disciplines. The aims of the project were four. These were: 1. To create greater awareness of organ donation among the public; 2. To provide information about organ donation; 3. To foster positive attitudes towards organ donation and decrease negative ones, 4. To increase the number of donor card holders. To reach these objectives we decided to launch a nation campaign on organ donation. The campaign was based on the Social Marketing Model proposed by Kotler (Kotler & Roberto, 1989). The formative research carried out before the campaign consisted of a national survey with a quota sample of 400 people, 12 interviews with doctors, donor families and recipients and five focus groups. In this paper I shall only present the results of the survey. I shall also discuss briefly the results of two other surveys carried out after the campaign.