BETA partnered with the Organ & Tissue Authority to investigate the motivations and barriers for young adults to register as organ donors, and to inform their annual DonateLife Week community awareness campaign. We conducted desktop research, and commissioned focus groups to identify key issues. We then gathered further evidence by running an online experiment and survey with 1382 young adults (762 did the experiment and the survey, while 620 did the survey only).
Trial start and end date
Online experiment - 25 May 2021 to 27 May 2021.
Ethics approval
Macquarie University’s Human Research Ethics Committee (reference number 520211010228382), 25 May 2021
Keywords
organ donation, donate life, behavioural insights, young adults
Experimental design including randomisation
Online experiment - A randomised trials with three arms (two treatment arms and a control arm). We randomised at the individual level using the tool within the Qualtrics platform, with a one-third probability of assignment to each experimental arm. Participants viewed varying messages that aimed to encourage registration as an organ donor.
Outcome(s)
Primary outcome - registered as an organ donor on the DonateLife web form (binary). Secondary outcomes - clicked on the link to the DonateLife web form (binary), stated likelihood of registering this week (binary, those that said they ‘definitely’ will plus those that said they ‘just did a moment ago’ = 1)
Expected sample size
We expected a total sample for the online experiment of around 700. This equates to around 230 per treatment group.