The 130th Annual Meeting of APHA

Abstract #45218

Eusebio Alvaro, PhD¹, Antonio Robles, MPH², Sara Pace Jones, BS², Michael Burgoon, PhD¹, Jack Cremin, BS², Jason T Siegel, MA¹, and Hannah Roth, BS¹. (1) Health Communication Research Office, University of Arizona, 1522 E Drachman Street, Tucson, AZ 85721-0475, 520-626-8391, ealvaro@u.Arizona.edu, (2) Donor Network of Arizona, 310 S. Williams Blvd, Tucson, AZ 85711

This study reports the general results of an investigation assessing the impact of a mass media campaign targeting organ donation among Hispanics. Data was collected via pre- and post-campaign RDD telephone surveys of 600 Spanish dominant Hispanics in a large Southwestern metropolitan area. Analysis of the data revealed a number of pre- to post-campaign differences among the entire sample. First, there was a significant increase in sponsor awareness with increased unaided recall of the sponsoring organ donation organization among respondents aware of organizations assisting with organ donation and increased aided recall of the sponsor organization among self-identified donors. Second, there was a significant increase in family discussion about organ donation. Third, there was a significant decrease in a number of religious beliefs serving as perceived barriers to donation. Fourth, there were significant positive changes in beliefs about receiving good medical treatment and donation as inducing morbid thoughts. Of particular import is the fact that the observed pre-post differences were largely more pronounced among non-donors?the intended audience for the campaign. Also of import, especially in the design of future campaigns and interventions, is the finding that no significant differences were observed in perceived discriminatory practices toward Hispanic recipients. It appears that the religious beliefs, often felt to be quite resistant to change, were malleable while pre- and post-campaign discriminatory beliefs were identical?despite the fact that both beliefs were the foci of the campaign. Implications for the design of interventions targeting organ donation among this group are addressed.

Learning Objectives:

By the end of this presentation, participants will be able to
• describe the results of a media campaign targeting Hispanic organ donation, and
• discuss promising future avenues of research and intervention delivery benefiting this population.

Keywords: Hispanic,

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Donor Network of Arizona
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Consultant