ABSTRACT
Pro-donation advertising, therefore, should be aimed at survivors in a family. Advertising ought to have a productive role in organ donation. In the organ procurement community, advertising and related social marketing efforts are routinely referred to as public education. This reflects a widespread belief that the goal of these efforts is to inform the public about organ transplantation and organ donation. Advertising in organ procurement is overwhelmingly funded via organ procurement organizations and the United Network for Organ Sharing. In terms of formal goals and evaluation criteria, it adheres more closely to the public education model, although among the more sophisticated, one important modification has occurred. As with virtually everything else in the United States, race matters in organ donation attitudes. A more useful segmentation of the market can be found at the level of willingness to donate a relative's organs and the reasons given for that willingness or unwillingness.
