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Understanding Organ Donation Messaging: A Qualitative Inquiry, Rebecca K. Britt, Amy A. Ritchart

The Qualitative Report

Promoting health communication about organ donation remains a crucial objective within Native American communities. The goals of the current study were to communicate with young adult Native Americans about the Organ Donation Willingness Model (ODWM; Horton & Horton, 1991) to gain their responses to materials from campaigns about donation strategies tailored to Native American communities. Six focus groups were conducted with a total of 31 participants. Data were analyzed using thematic analysis (Braun & Clarke, 2019, 2022) and following Smith’s guidelines (2008), which include showing deep respect for the group participants, conducting the study in a face-to-face setting, and being …