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  • Report
  • 23rd Dec 2013

Applying Behavioural Insights to Organ Donation

Applying Behavioural Insights to Organ Donation sets out the results from one of the largest randomised controlled trials (RCTs) ever conducted in the UK. The Behavioural Insights Team worked in partnership with NHS Blood and Transplant, Department of Health, Government Digital Services and DVLA to test whether different messages would encourage people to join the organ donation register.

We found that even small changes to a government website led to significantly increased registrations for the NHS Organ Donor Register. If the best-performing message were to be used over the whole year, it would lead to approximately 96,000 extra registrations completed, compared with the control condition.


Cabinet Office
The Behavioural Insights Team
Department of Health
Driver and Vehicle Licensing Agency
NHS Blood and Transplant


Increasing research and innovation in health and social care
Helping governemnt departments improve their efficiency and performance to save the taxpayer money

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