Encouraging Altruism: Public Attitudes and the Marketing of Organ Donation

Abstract

the last ten years, made the transplantation of human organs a possibility. In particular, the development of the artificial kidney and immunosuppressive drugs has lifted kidney transplantation from an experimental to a clinically sound procedure. The medical demand for kidney transplants is very great and the End-Stage Renal Disease (ESRD) program has eliminated financial barriers. Nothing, however, can eliminate the fact that kidneys for transplantation must come from human beings. This means these organs must be donated either by the families of accident victims or by others who die suddenly and in good health. Motivating and facilitating such donations is a matter of importance to the thousands in need of a replacement organ and, because of government financings of treatment, to those interested in public policy. This article treats the public's attitudes toward organ donation and considers what can and is being done to foster the willingness to donate. It is, therefore, about altruism and its exploitation for the common good.