Hook Up With an Organ Donor on Tinder Through NHS Campaign
- Monday, December 14th, 2015
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The NHS has partnered with dating app Tinder in order to raise awareness about organ donations, with bespoke entries on the app made for high-profile users promoting organ donation, and interstitial ads placed between pictures.
The campaign is aimed at encouraging young people to sign up to the NHS organ donor register, with July this year marking the first time in over a decade that the number of people donating organs after death has fallen, according to NHS Blood and Transplant.
Among the celebrity profiles to be included in the campaign are Olympic gold medallist Jade Jones MBE, Jamie Laing from reality show Made in Chelsea, and Emmerdales Gemma Oaten. Their profiles will feature the NHS Blood and Transplants “The Wait” logo, drawing attention to the importance of the topic, and users who swipe right on these profiles will receive a message saying “If only it was that easy for those in need of a life-saving organ to find a match.”
“Were delighted to have teamed up with NHS Blood and Transplant to help save lives,” said Hermione Way, head of European communications for Tinder. “Tinder users regularly make the decision to swipe left or right wondering whether someone may be the person that are looking for.
“While those swiping decisions are important and could be the first step to a successful relationship, we hope that the NHS profiles featuring Jamie, Jade and Gemma will encourage people to make and act upon a different decision too – to sign up as an organ donor.”
“While a third of the UK population have registered their intention to donate on the NHS Organ Donor Register, millions more support donation but havent taken the final step to sign up,” said Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant. “With the help of these bespoke profiles on Tinder, well grab peoples attention and throw a spotlight on the importance of organ donation.”