One problem I have with organ donation awareness campaigns, of which there are countless instances, is whether lack of awareness is really the problem for the stagnant donation rates in the industrialized world. For example, I conducted a survey among all the dialysis nurses at the place where I was dialyzed for years, asking them if they had signed a donor card. The overwhelmingly predominant answer I got from them was: "I never thought of it"! How on earth could people who are undoubtedly a thousand times more aware of the need for kidney donation and the numerous tragedies that result from inadequate donation rates "never think" of signing a donor card? Raising awareness of the need for signing donor cards will not work. What is needed is some way to change Western consciousness to make it more caring about other people so that they want to donate something whose loss they will not even be able to experience but whose importance to others can be a matter or life or death.