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GOV.UK one year on: 10,000 new organ donors

Posted by: , Posted on: - Categories: User insights

Back in August, Tom Loosemore wrote about some A/B testing we've been doing alongside colleagues from the NHS, Department for Transport, Department for Health and the Behavioural Insights Team from the Cabinet Office. We wanted to learn how GOV.UK might increase the number of people choosing to register as organ donors.

One donor could save or transform the lives of as many as nine donees. It's humbling to think that a single link might affect the lives of more than a million people a year.

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  1. Comment by Graham posted on

    Hi Matt. I asked the question on Tom's post but maybe I'll get an answer here: do you have any evidence of a spike in people choosing to register in July / around the time that the National Assembly for Wales passed a law requiring people to opt out of the register rather than opt in? The story gots lots of national (and UK-wide) coverage so I'd be interested to see if that affected GOV.UK's performance. Cheers.

    • Replies to Graham>

      Comment by Matt Sheret posted on

      Hi Graham. It's not something I've got any data about I'm afraid.

      The message we tested (and Tom wrote about) is limited in terms of where it appears on GOV.UK - several iterations of a message at the end of one transaction. If the registration didn't come via that message then the GOV.UK team don't have anything to do with it.

      Sorry I can't be more help.