Increasing the rate of organ donations

Challenge

An agency wanted to better understand the motivations and barriers to organ donation among identified immigrant populations.

Solution

Qualitative and quantitative research was employed to learn and understand the motivations, barriers, triggers, and apprehensions about organ donation within this specific group. The research was designed to predict take-up on registration, among certain ethnic groups and within a specific geographic area, as an organ donor.

Outcome

The Strategic Counsel provided insight and learning on how the agency could work with community groups and leaders to shift attitudes among new immigrants about organ donations. This led to an ad campaign that significantly boosted registration for organ donation where rates had previously lagged behind other jurisdictions, such as Spain, Austria and Belgium, where presumed consent or ‘opt-out’ systems are in place.