Using Formative and Summative Research to Inform Health Campaign Design: Promoting Organ Donation

Abstract

The use of organ transplantation as a life-saving treatment option is restricted by the limited number of organs donated each year. To increase the pool of organs available for transplant, health campaigns are developed to educate potential donors and to promote donor registration through state registries. This case study reviews two donation campaigns recently implemented in New York State. Readers are provided with an in-depth look at the campaign planning process with a focus on the roles of formative research, theory, and summative research in campaign development. Critical to the success of both campaigns covered, self-efficacy (i.e., one’s perceived ability to overcome barriers and engage in a health behavior) is presented as a central component in message design.