This article describes a pilot project designed to develop a culturally sensitive donor campaign strategy aimed at improving attitudes toward organ donation among African Americans.

Surveys regarding knowledge and attitudes toward organ donation were completed by thirty African-American adolescents and twenty-six African-American adults. These individuals then participated in group discussions on the topic. Adolescents were more willing than adults to sign donor cards (73% versus 35%). Adolescents were also less likely to resist a family member’s donation than were adults (60% versus 46% would not actively discourage donation by a family member). Reasons for refusing to donate centered around three themes: moral and ethical reasons, traditional beliefs, and mistrust of the medical system.

The authors suggests that appeals for donors from the African-American community need to be life-oriented (emphasize the potential for increased life expectancy with transplant), come from African-American organ recipients, and come from African-American medical professionals rather than clinicians from other race/ethnic groups.