Improvements in transplant medicine have transformed transplantation from the experimental stage to being the therapy of choice for patients with organ failure. Consequently, there is a growing gap between the number of patients needing a transplant and those receiving one. Partly this development is due to the general populations´ lack of awareness of organ transplantation. Publicity campaigns have an important role to play in raising awareness of the need for more organ donors. However, such campaigns require better insight into the informational needs of people faced with the option of donation.