Dating app Tinder has teamed up with the NHS as part of a campaign to raise awareness about organ donation.
Over the next two weeks, the popular dating app will be host to a number of special profiles for some of its celebrity members, who are showing their support for organ donation.
When a user swipes right to like one of the bespoke profiles, they will receive a message saying: “If only it was that easy for those in need of a lifesaving organ to find a match.”
Users will then be told there are thousands of people waiting for a transplant, and be encouraged to say “Yes I donate” and click the link provided to sign up on the NHS Organ Donor Register.
The celebrity profiles will also feature the campaign’s “The Wait” heart logo, which aims to draw attention to the importance of organ donation.
Celebrities joining the campaign include Olympic gold medallist Jade Jones MBE, Emmerdale’s Gemma Oaten and Made in Chelsea’s Jamie Laing.
There are around 7,000 people currently on the UK transplant waiting list, and in the past decade over 6,000 people have died while waiting for a transplant.
The NHS hopes that by featuring on Tinder, more young people will be encouraged to join the campaign, and sign up to the NHS organ donor register.
Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant, said: “While a third of the UK population have registered their intention to donate on the NHS Organ Donor Register, millions more support donation but haven’t taken the final step to sign up.
“With the help of these bespoke profiles on Tinder, we’ll grab people’s attention and throw a spotlight on the importance of organ donation.
“Joining the register takes only a couple of minutes – about the same amount of time as a few swipes on Tinder.
“The best part is knowing that you could save or improve up to nine individuals’ lives in the future.”
Speaking about their part in the campaign, Tinder’s Head of European Communications Hermione Way, said: “We’re delighted to have teamed up with NHS Blood and Transplant to help save lives. Tinder users regularly make the decision to swipe left or right wondering whether someone may be the person they 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.”
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