The effectiveness of high- and low-intensity worksite campaigns to promote organ donation: The workplace partnership for life

Susan E. Morgan, Tyler R. Harrison, Lisa V. Chewning, Mark J. Dicorcia, Lashara A. Davis

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

Abstract

This study describes a worksite project designed to promote organ donation while testing the effectiveness of low-intensity (media-only) campaigns compared to high intensity campaigns (media+interpersonal communication), which incorporated on-site visits. All campaigns lasted 10 weeks. A total of 45 companies participated in the project, 15 in each quasi-experimental condition. Companies were counterbalanced by size of organization and industry type. Compared to the control condition, high-intensity worksite campaigns led to a six-percentage point increase in signed donor registrations while low-intensity campaigns led to a three-percentage-point increase. Both forms of worksite campaigns led to increases in attitudes, knowledge and perceived subjective norms from pretest to posttest when compared to control sites. At the same time, worksite campaigns served to significantly reduce individual-level barriers shown to be related to donation, such as medical mistrust and desire to maintain bodily integrity.

Original languageEnglish (US)
Pages (from-to)341-356
Number of pages16
JournalCommunication Monographs
Volume77
Issue number3
DOIs
StatePublished - Sep 30 2010

All Science Journal Classification (ASJC) codes

  • Communication
  • Language and Linguistics

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