Dating App Tinder has teamed up with the NHS to raise awareness about organ donation.
According to NHS Blood and Transplant, organ donation from people in their 20s and 30s is on the decline in the UK.
Tinder has subsequently launched a campaign using celebrity profiles to encourage users to sign the organ donation register.
The campaign will feature celebrities such as Jamie Laing from Made in Chelsea, Emmerdale’s Gemma Oaten and Olympic gold medallist Jade Jones.
— Jamie Laing (@JamieLaing_UK) December 14, 2015
A spokesperson for he NHS told Westminster World that it is hoping the partnership with Tinder will spur an increase in young people signing the organ donor register. According to Tinder’s website, their user demographic is 18 to 35 year olds.
What is Tinder?
Tinder is a free mobile dating app, which shows users images and short biographies of other members in the area at the time.
It then allows the user to swipe the image to the right of the screen if they would like to enter an online chat room with the person in the picture.
When the other person also swipes to the right is known as a “match”. Matched users are then able to enter the online chat room.
The campaign has been created by the communications agency 23red on behalf of NHS Blood and Transplant.
The celebrities’ Tinder profiles are presented to the user as a potential match, allowing the user to swipe in the usual manner. If the user swipes to register their interest in matching with that celebrity, the following message will appear instead.
There will then be a link for the users to sign the organ donor register.
A similar campaign was launched in October 2015, where mock-profiles were created encouraging people to stop smoking.
Why Organ Donation?
The infographic below shows statistics from the UK Organ Donor Register over the last decade.
The chance of a donor dying in a way that enables them to donate their organs is small. Sally Johnson, director of Organ Donation and Transplantation at NHS Blood and Transplant, said earlier this year: “We have always known that because the opportunities to donate are so small, it is essential to increase the number of people who say yes to organ donation.”
Speaking to Westminster World, a Tinder spokesperson indicated that this could be the first step on the ladder to coordinating matches between people needing organs with donors on a similar platform to Tinder.