This is our 3rd post in a series highlighting recent capstone projects from UBC’s Advanced Professional Certificate in Behavioural Insights!
As part of the Class of 2024, Amy Watt, Karen Smallword, Shellee Ritzman, & Talen Pun worked with BC Transplant and advisor Kate White to conduct a project “Increasing Organ Donor Registrations Among BC Public Servants Using E-Newsletters“.
This project was also presented as part of the recent BIG Difference BC conference! You can watch Karen’s lightning talk here.
Summary:
This project aimed to increase organ donation registrations. Three new behaviourally-informed messages were tested against a control message in newsletters reaching BC government employees. The behaviourally-informed message that challenged the audience’s assumptions about their registration status, “Many B.C. residents believe they’re organ donors, but they’re not.”, yielded the most web page visits and the most donor registrations. Based on these results, the project team recommends scaling this message; they also provide other recommendations to simplify registration and improve data collection.
Keywords: behavioural insights, nudge, reminders, social responsibility, convenience, organ donation
Read this and other working papers from the Advanced Professional Certificate and DIBS faculty.