Facebook encourages 30,000 to become organ donors

A nudge here, an organ there.

Last year, Facebook's Mike Zuckerberg was convinced by his medic student girlfriend that he could be doing more to increase the supply of donated organs. So he started doing more:

The actual change on Facebook's part is small. Starting today, users in the UK and US can go to their timeline, click on "Life Event," select "Health and Wellness," and add the new option "choose Organ Donor"…

If everyone who is an organ donor adds that fact to their profile, then those who aren't may start being aware of it in a way that may cause them to act.

There are a lot of "mays" and "ifs" in that, of course. It's equally possible that no one will update their organ donor status, and the initiative will go unseen. But if Zuckerberg succeeds, it will be one of the largest applications of "nudge theory" to date.

Now, well over a year on, we have our first real indication of how effective that nudge was. In a paper in the American Journal of Transplantation titled "Social Media and Organ Donor Registration: The Facebook Effect", researchers have found that on the first day of the new organ donor initiative, there were 13,054 online registrations to become a donor in the US. That's 21 times as many as there are in a normal day; in one state, Georgia, the increase was well over a hundred times the norm.

What's more, the registration stayed high for almost two weeks after: in total, over 30,000 people more than usual signed up to be organ donors in the first 12 days of the initiative. Since an organ donor can save multiple lives, it might be one of the most cost-effective public health interventions ever recorded. The authors write that:

This initial ‘‘early adopter’’ cohort represents only <0.1 per cent of Facebook users in the United States and yet the immediate impact on donation registration rates in the United States was greater than that seen with prior media campaigns.

What is harder to work out is whether the initiative has any longer-term effects. Once the novelty faded away, were there still more daily registrations than there used to be? It's hard to determine, since any change to the baseline is likely well within the normal fluctuations. But even if there aren't, the one-time effect is valuable enough that Zuckerberg's decision has paid dividends.  

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Why it's a mistake to assume that Jeremy Corbyn has already won

The shadow chief secretary to the Treasury on why the race to be Labour's leader is far from over.

They think it’s all over.

But they’re wrong.

The fat lady has yet to sing.

The commentary and reporting around the Labour party leadership campaign has started to assume we have a winner already in Jeremy Corbyn. The analysis, conjecture, predictions/complete guesswork about what happens next has begun in earnest. So we have seen speculation about who will be appointed to a Corbyn shadow cabinet, and “meet the team” pieces about Jeremy’s backroom operation.

Which is all very interesting and makes for the usual Westminster knockabout of who might be up and who might be going in the other direction pdq...

But I think it’s a mistake to say that Jeremy has already won.

Because I hear that tens of thousands of Labour party members, affiliates and registered supporters are yet to receive their ballot papers. And I am one of them. I can’t remember the last time I checked my post quite so religiously! But alas, my papers are yet to arrive.

This worries me a bit about the process. But mostly (assuming all the remaining ballots finally land in enough time to let us all vote) it tells me that frankly it’s still game on as far as the battle to become the next leader of the Labour party is concerned.

And this is reinforced when we consider the tens of thousands who have apparently received their papers but who have yet to vote. At every event I have attended in the last couple of weeks, and in at least half of all conversations I have had with members across the country, members are still making their minds up.

This is why we have to continue fighting for every vote until the end – and I will be fighting to get out every vote I possibly can for Yvette Cooper.

Over the campaign, Yvette has shown that she has a clear vision of the kind of Britain that she wants to see.

A Britain that tackles head-on the challenges of globalisation. Instead of the low-wage low-skill cul-de-sac being crafted by the Tories, Yvette's vision is for 2m more high skill manufacturing jobs. To support families she will prioritise a modern childcare system with 30 hours of fully funded child care for all 3 and 4 year olds and she will revive the bravery of post war governments to make sure 2m more homes are built within ten years.

It's an optimistic vision which taps into what most people in this country want. A job and a home.

And the responses of the focus groups on Newsnight a few days ago were telling – Yvette is clearly best placed to take us on the long journey to the 2020 general election by winning back former Labour voters.

We will not win an election without winning these groups back – and we will have to move some people who were in the blue column this time, to the red one next time. There is no other way to do it – and Yvette is the only person who can grow our party outwards so that once again we can build a winning coalition of voters across the country.