Knowledge leads to attitude formation and that can convert to action under normal circumstances. Organ donation is more complex since it involves knowledge and attitude of one person and action by another. This is at a time of great emotional stress in most cases.

The challenge to communicator's in ensuring organ donation is unviable and very tempting. The mission approach of Ganadarpan, Kolkata and a few similar organisations is commendable. The need now is to get more competent groups in the drive.

We in the Science Communication Division, Department of Science and Technology, New Delhi, view this as an opportunity to test the spread of rationality and scientific temper in the community. The threshold levels of most individuals is notoriously low and when the time comes to display it—as in donating an organ of a near relative after death—it is conspicious by its absence.

New and innovative approaches are called for and that is a challenge which science-based organisations need to accept. This effort of Ganadarpan is therefore all the more commendable.