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The organ shortage and the increasing demand for organs are universal, worldwide challenges. Health literacy is a powerful tool that can help to increase awareness about organ donation and transplantation on a large scale and to encourage and sustain support for organ donation. The unique perspectives, experiences, and expectations of medical students, renal patients, and hospital administrative staff across the UK, Netherlands, and Spain on the topic of health literacy (HL) campaigns regarding deceased organ donation (DOD) were recorded in a cross-cultural, qualitative study. Focus group discussions enabled participants to express their views on existing HL campaigns and to propose novel pathways for future campaigns.

Organ shortage is a worldwide persisting problem, as patients on waiting lists increase while actual donors cannot meet the demand for organs. Cultural and religious concerns, gaps of information, lack of medical procedure awareness and of understanding transplant-related terminology are some reasons why people refuse to donate organs. The medical, ethical, social, cultural, religious aspects of deceased organ donation (DOD) bring out the need for a systematic agenda of lifelong learning public awareness raising and health literacy on this issue. This chapter presents findings of a comparative research project in three European countries about how people learn about DOD and their suggestions for systematically promoting health literacy. A total sample of 1309 medical students, renal patients, and hospital administrative staff participated in a survey regarding attitudes, knowledge, sources of information, and communication about DOD. In addition, 51 participants took part in focus groups elaborating on their experiences and suggestions regarding health literacy about DOD.

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