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Crowd Sourcing for Organs: A Social Dilemma.

P opinion strongly supports organ donation. However, a gap exists between the injunctive norms that “characterize what most people approve or disapprove of” and descriptive norms that “characterize what most people do.” The use of social media within transplantation may be helpful in narrowing this gap and potentially support the increase of deceased organ donation, but social media may also create dissonance, particularly in the field of living organ donation, that challenges existing normative frameworks. Mass media has been used to promote public health messages. Social media with its capability to facilitate individual engagement at low cost and its ability to act as a platform for health topics and discussion is well suited to promote organ registration. Indeed, social connectivity through a network that invokes cognitive or emotional responses driven by an influencer, repeatedly over time, to adapt desirable social norms appears to have the appropriate attributes to increase organ registrations, particularly among the young. In 2012, a new Facebook feature allowed individuals to link to the appropriate online deceased donor registration site for their jurisdiction and to announce their new organ donor status on their profile. Initial results were impressive. On the first day, 13000 new potential donors registered, influencing both descriptive and injunctive norms as their new status was communicated to their networks. The impact, however, was not sustained. Since then, organ donor registries have embraced social media campaigns to increase deceased organ donor registration using hashtags, such as #endthewait #donatelife. Furthermore, in the United States, nongovernmental organizations, such as Organize, have collaborated with social media companies, the transplant community, organ registries and government organizations to increase organ donor registration. These collaborations use the potential of social media to enable individuals to declare their social intent as well as to simplify the process of organ donor registration. Web links contribute to the process of informed decision making by providing useful information about organ donation and transplantation.