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Critical analysis of communication strategies in public health promotion: An empirical‐ethical study on organ donation in Germany
2020
Bioethics
Given the need for organs, public organizations use social marketing strategies to increase the number of donors. Their campaigns employ a variety of moral appeals. However, their effects on audiences are unclear. We identified 14 campaigns in Germany from over the last 20 years. Our approach combined a multimodal analysis of categorized posters with a qualitative analysis of responses, collected in interviews or focus groups, of 53 persons who were either skeptical or undecided about organ
doi:10.1111/bioe.12774
pmid:32557682
fatcat:cmluxk3ydver5btv6gayhphjaq