Utilizing the media to help increase organ donation in the Hispanic American population.

OBJECTIVE

As the shortage of suitable organs for transplantation is especially pronounced among Hispanic Americans (HA), our objective was to determine whether a focused media campaign including culturally sensitive educational material on organ donation would positively influence organ donation awareness, perceptions, and beliefs, and increase the likelihood of organ donation in the HA community.

METHODS

Cross-sectional telephone surveys were conducted before and after a media campaign in four Southern California neighborhoods with a high percentage of HA. Respondents, age ≥18 yr, were drawn randomly from lists of Hispanic surnames. Awareness, perception, and belief regarding organ donation and intent-to-donate were measured. The differences between the Pre- and Post-media surveys were analyzed.

RESULTS

A total of 524 Pre-media and 528 Post-media subjects were evaluated. The Post-media surveys demonstrated improvements in: organ donation awareness (43% vs. 31%, p < 0.0001), the belief that donation is a social responsibility (54% vs. 45%, p = 0.008), and the belief that donation helps people (91% vs. 87%, p = 0.09).

CONCLUSIONS

A media campaign emphasizing culturally sensitive educational material can significantly influence organ donation awareness and beliefs in HA.