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Despite years of media and public service campaigns appealing for organ donations, donor rates remained static while demand increased -- until Facebook, researchers reported.

On May 1, 2012, the social media website launched its organ donor initiative that allowed users to change their status to indicate "organ donor," triggering a link to their official state donor registry. On that day, there were 13,054 new online registrations, representing a 21.1-fold increase over the baseline average of 616 registrations daily, according to Andrew Cameron, MD, PhD, of the Johns Hopkins University School of Medicine, and colleagues.

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