Je. Kopfman et Sw. Smith, UNDERSTANDING THE AUDIENCES OF A HEALTH COMMUNICATION CAMPAIGN - A DISCRIMINANT-ANALYSIS OF POTENTIAL ORGAN DONORS BASED ON INTENT TO DONATE, Journal of applied communications research, 24(1), 1996, pp. 33-49
There is a great need for health communication campaigns that increase
the number of individuals who carry signed and witnessed organ donor
cards. This article describes one preliminary phase of such a campaign
in which three target audiences are identified within the larger popu
lation. A discriminant analysis of five relevant variables showed that
individuals who have a signed organ donor card have a high level of k
nowledge about organ donation, are rather altruistic, and do not belie
ve that signing a donor card is a fearful activity. Individuals who ar
e high in intent to sign organ donor cards (but have not done so) have
limited knowledge about donation and a positive attitude toward organ
donation, but they may find that signing a donor card is a fearful ac
tivity. Those who are low in intent to donate tend to have inaccurate
knowledge, are not overly altruistic, and feel that signing a donor ca
rd would be quite frightening. Effective design of health campaigns de
pends on an accurate and thorough audience analysis. Recommendations f
or developing effective campaign messages for different target audienc
es in an organ donor campaign are provided.