NHS partners with Tinder for organ donation campaign

The dating app is used to find users a good match, but for the next fortnight, will also be used to encourage users to become a donor.

The app campaign is designed so that when people swipe on certain pictures they are encouraged to sign up to the NHS organ donor register. The move is directed at encouraging more young people to join its campaign.

In particular, Tinder has created bespoke profiles for its high-profile members, including Olympic gold medalist Jade Jones MBE. The celebrities’ Tinder profiles will feature The Wait logo to draw attention to the importance of organ donations.

Users who swipe right will match with these profiles and receive the message: "If only it was that easy for those in need of a life-saving organ to find a match."

The campaign comes after NHS Blood and Transport reported that the number of people in the UK donating organs after death had fallen for the first time in more than a decade.

Currently there are just under 7,000 people currently on the UK transplant waiting list. Figures also show that over 6,000 people across the UK have died while waiting for an operation.

Hermione Way, Tinder's head of European communications, said: "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."

Sally Johnson, director of Organ Donation and Transplantation at NHS Blood and Transplant, said: "Educating and encouraging people to sign up for organ donation - that's what our partnership with Tinder is all about.

"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. Joining the register takes only a couple of minutes - about the same amount of time as a few swipes on Tinder.”

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