Public service announcement as a tool for building trust in organ donation

Abstract

Rationale. In developed countries, public service announcement has long been a universal tool for diagnosing and correcting social behavior, including the donor activity increase. Considering the existing organ donation popularization inertia in Russia, the review of positive foreign public service announcement examples has a high scientific and practical relevance. Aim. To study the world examples of organ donation public service announcement. Material and methods. We reviewed public service announcement products of donor organizations from Spain, Portugal, Italy, the Vatican, Belgium, Argentina, Brazil, France, Germany, Singapore, and Japan. We assessed the popularization of organ donation in Russia and highlighted the ways for its improvement. Conclusion. Organ donation public service announcement are widely used both in "Opt In" and "Opt Out" countries and have a high potential for forming a positive public opinion in the Russian Federation. In Russia, the activities aimed at promoting organ donation are insufficient, there is a need to scale it up. In this regard, independent non-profit organizations with the necessary professional staff and marketing competencies can be considered as reliable partners for the government in conducting educational work on organ donation, in particular, in the public service announcement implementation.

Keywords

• organ donation
• transplantation
• public service announcement