Research and analysis
Organ donor registrations: trialling different approaches
A randomised controlled trial measured how successful different approaches were in encouraging more people to join the Organ Donor Register.
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The Behavioural Insights Team worked in partnership with NHS Blood and Transplant, Department of Health, Government Digital Services and DVLA to run one of the largest randomised controlled trials (RCTs) ever conducted in this county.
We found that making small changes to a government website led to significantly increased registrations for the NHS Organ Donor Register. These results highlight the value of the RCT approach, and of trialling several variants, where possible, before implementing them.