Digital Campaigns and Behaviour Change Communication for Organ Donation

Abstract

Organ donation remains a major public health concern in India due to the persistent gap between the demand for organs and their availability. Despite advancements in medical science, factors such as low awareness, cultural beliefs, misinformation, and fear continue to hinder voluntary organ donation. In recent years, digital campaigns and Behaviour Change Communication (BCC) strategies have emerged as effective approaches to influence public attitudes and promote organ donation. This study examines the role of digital platforms in promoting organ donation through structured BCC approaches.
The study adopts a descriptive and analytical research design based on secondary data. Data were collected from national health reports, government portals such as NOTTO, peer-reviewed journals, campaign reports, and published literature on digital health communication. The collected information was analysed using thematic and trend analysis to understand patterns in awareness generation, attitude change, and donor registration behaviour.
Findings suggest that digital campaigns using storytelling, testimonials, and myth-busting messages significantly improve awareness and positive attitudes toward organ donation. Social media platforms are particularly effective among younger populations. However, digital access gaps and limited regional language content restrict wider participation. The study highlights the need for culturally sensitive BCC strategies, stronger digital outreach, and integration of awareness campaigns with online donor registration systems.