Popular dating app, Tinder has paired with the NHS in an organ donor campaign. Users could find themselves ‘matched’ with one of three celebrities as part of the appeal. Tinder in conjunction with the NHS has created artificial profiles for Olympic medallist Jade Jones, Made in Chelsea’s Jamie Laing and Emmerdale’s Gemma Oaten.
Users who swipe right to ‘like’ the profiles will receive the following message: “If only it was that easy for those in need of a lifesaving organ to find a match.” There are almost 7,000 people on the UK transplant waiting list.
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.”