Promoting Organ Donation through Challenge Campaigns

CONTEXT: Four challenge campaigns in 2012 and 2013 were undertaken to promote organ donor registrations in New York State. Challenge campaigns relied on community advocates statewide to initiate month-long outreach efforts with top teams earning monetary rewards and public recognition. OBJECTIVE: To significantly increase the number and proportion of New York residents who have consented to donation through the electronic registry. DESIGN: Four month-long campaigns undertaken in fall and spring of 2012 and 2013. SETTING: Statewide recruitment efforts organized by New York Alliance for Donation and the 4 organ procurement organizations in New York State. PARTICIPANTS: Adult residents of New York State. INTERVENTION: Project staff recruited team leaders across New York State and used online and offline resources to recruit teams, educate team leaders, and bolster outreach efforts. MAIN OUTCOME MEASURES: Number of completed registration forms within month-long campaign periods. Also investigated were statistics on website use (eg, page views, new visitors) and interviews with team leaders regarding campaign activities after the campaign. RESULTS: Across 4 campaigns, 107 teams were recruited and 2286 persons registered their consent to donate through the state system. Each team recruited a mean of 21 persons; 40% of teams registered 0 persons.