The manipulators. Part 1, Altruism.

Claudia Hammond looks at how we are being prevailed upon, by advertisers and professional communicators, to make gifts of various body parts in order to help others. Jim Morris, Donor Directory Service, Leeds, who tries to persuade young people to become donors, believes young people are easier to persuade. Eammon Fergusson, Psychologist, Nottingham University, describes the motivation that he believes lies behind blood donation. Claudia talks to an egg donor, Eileen, who has helped childless couples to have children. Rachel Cook, Senior Lecturer in Health Psychology, Anglia University, examines the case for and against financial incentives.