Organ Donation in Brazil: Analysis of Governmental Campaigns Under the Perspective of Social Marketing

Abstract

The Focus on Social Marketing: An analysis of the governmental campaigns about donation of organs in Brazil. Currently in Brazil the demand of organ donation is higher than the offer of them. Although the relevant legislation, which is identified in the country is a high demand of people waiting for a compatible organ donor and , on the other hand, a low supply of possible potential donors. Before this situation, the following research has as an objective to analyze the perspective of donors and potential organ donors in the state of Minas Gerais, Brazil concerning social marketing strategies used by the government. To do so, a research in quantitative and qualitative approach was done. The data in the quantitative part was collected directly through a survey done with 412 individuals and for the qualitative part, 23 semi-structured interviews with people directly involved in the process of organ donation were held. The results indicate that one of the main factors which interfere negatively in the intention of donating organs is related to safety matters. It emphasizes, still, a low perception concerning the efficiency of social marketing campaigns towards organ donation. Yet, according to the interviewees , such campaigns should merge calls negative and positive in order to provide individuals in addition to the emotional awareness , emotional or cognitive imbalances.