EVALUATION OF AN ORGAN-DONOR-CARD CAMPAIGN IN SWEDEN

One of the aims of this study was to evaluate an information campaign carried out in three geographical areas of Sweden in the winter of 199 2-93. The campaign was intended to increase public awareness of organ donation and to increase the signing of donor cards. Another objective was to test the effects of different kinds of information. These were : A) an extensive ''package'' of information including training of key groups, lecturing at meetings and exhibitions, and advertisements of donor cards: B) a brochure to households including two donor cards; an d C) a combination of A and B. Yet another aim was to reassess public opinion on transplantation issues, which had been surveyed before in 1 987, 1988, and 1990. Random samples of the population in three campaig n areas and a control sample were surveyed before and after the campai gn, altogether 5600 persons. The average response rate was 69% (1992) and 68% (1993). In the two areas where the brochure had been distribut ed to the households, the rate of donor card holders had more than dou bled (from 3% and 5% to 13% and 12%). In the two areas where the broch ure had not been distributed, the rate was unchanged (5%). In the ''br ochure areas'' also a somewhat larger number of people had informed th eir relatives about their decisions, compared with people in the other areas. In all campaign areas considerably more people were aware of t he cards than in the control area. No attitude changes could be shown in any area. Thus, the mailed brochure was the most effective in incre asing people's signing of the donor cards and informing their families . The more elaborate campaign could possibly have long-term effects, b ut this remains to be studied. The attitudes toward organ donation hav e been rather constant in Sweden from 1987 to 1993, with only slight v ariations. A ''frankness gradient'' was confirmed in this study as wel l as in an earlier study, where those who were negative toward donatio n of their own organs had discussed this issue least with their famili es, followed by those who were undecided, whereas those who were posit ive (and above all those positive who were card-holders) had discussed this the most with their relatives.