A world of caution is in place here,however:Edutainment has to be used appropriately in social marketing campaigns. It was reported in a study on the fundraising effect of situating the social marketing of organ donation against a broader backdrop of entertainment and new media coverage that the storylines fororgan donations heavily featured on broadcast television in medical and and legal dramas and soap operas actually did not work because they were highly sensational. As a result,"the marketing of organ donation for entertainment essentially create[d]a counter - campaign to organ donation,with greater resources and reach than socail marketing [had] access to" (Harrison,Morgan,&Chewning,2008