Changing Behaviour

One of the aims of Taking Organ Transplantation to 2020 is to increase the consent/authorisation rate to over 80%, from 57% in 2012/13. An 80% consent/authorisation rate would approach or match those in the highest performing countries such as Spain.

At a superficial level, public attitudes to organ donation are positive. Most opinion polls show the vast majority of the population is in favour of organ donation. However, evidence shows that there are low levels of awareness of organ donation and the need for transplants, and that it is not something most people personally experience.

A revolution in public behaviour

NHS Blood and Transplant is taking steps to address the challenge of changing public behaviour. Over a three-month period, using an independent agency, NHSBT gathered an audit of past and current public health behaviour change activity. The aim was to develop a consensus between NHSBT, its partners, stakeholders and the four UK Governments on the most appropriate interventions to change behaviour to help achieve the 80% target over the remaining years to 2020.

A strategy for delivering a revolution in public behaviour in relation to organ donation - a summary sets out the overarching approach and provides an introduction to the detail set out in A strategy for delivering a revolution in public behaviour in relation to organ donation and the supporting Delivering a revolution in public behaviour in relation to organ donation: year one delivery plan. In addition, all the research reviewed as part of developing the strategy is listed and briefly summarised in Delivering a revolution in public behaviour in relation to organ donation: a summary of the evidence.