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You are here: Home / Health / NHS and Tinder Launch Campaign For Organ Donation

NHS and Tinder Launch Campaign For Organ Donation

December 14, 2015 Posted by Amelia Donovan

alt="Image from the NHS Blood and Transplant campaign which is targeting Tinder's 18-35 demographic, to educate and inform people of their potential to be life-savers. Made in Chelsea's Jamie Laing (pictured), Olympic Gold medallist Jade Jones and Emmerdale's Gemma Oaten all have profiles on the site that will feature The Wait logo and users who match with them will receive a message saying: "If only it was that easy for those in need of a life saving organ to find a match. PRESS ASSOCIATION Photo. Issue date: Monday December 14, 2015. See PA story HEALTH Tinder. Photo credit should read: NHS/PA Wire NOTE TO EDITORS: This handout photo may only be used in for editorial reporting purposes for the contemporaneous illustration of events, things or the people in the image or facts mentioned in the caption. Reuse of the picture may require further permission from the copyright holder."

One thing is guaranteed to kill the mood stone dead when you’re hot and horny: having a talk about organ donation and its importance. But trust Tinder to not be worried about killing the buzz, which is why it has inked a partnership with the UK’s blood and transplant service.

In an attempt of raising awareness about the importance of organ donation, NHS and Tinder have launched a two-week campaign that uses celebrity profiles in order to encourage more people to sign up for the organ donor register.

Targeting the 18- to 35-year-olds, the campaign has TV stars Jamie Laing and Gemma Oaten, as well as Olympic gold medalist Jade Jones on its side. Swiping right to match with any of these three celebrities will prompt a message to be sent about the importance of organ donation: “If only it was that easy for those in need of a life-saving organ to find a match.”

NHS’ partnership with the popular online dating app is part of a broader effort to fight the falling numbers on the UK organ donor register. This year has marked the worst dip in the past decade, amounting to 5 percent. Collabing with Tinder – whose user demographic folds over NHS’ target group – could raise the awareness about the long wait times involved in organ donations.

According to the NHS’ reports, there are currently 19 million people – namely, 31 percent of the entire UK population – on the Organ Donor Register. However, there are millions more who “haven’t taken the final step to sign up,” said Sally Johnson, chief of organ donation and transplant at NHS Blood and Transplant.

Even though people should know what they’re signing up for, Johnson also explained how easily it is to join the register; it only takes a couple of minutes, roughly the same amount of time it takes to swipe over a few accounts on Tinder.

This is not the first time Tinder has been the middle-man. Overseeing 26 million matches a day worldwide, the dating app has previously facilitated the meeting between two separate people and their kidney donors.

Tinder’s new campaign called “The Wait” features unique celebrity profiles that sport a pink heart logo, showing support for organ donation. All users swiping right on these profiles will be asked to sign up to the NHS Organ Donor Register; a link will also be provided for those interested in registering.
Image Source: Metro.uk

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Filed Under: Health

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About Amelia Donovan

Amelia got her feet wet in the captivating world of journalism while still in college, working as the editor of the university’s newspaper. She minored in Journalism and Mass Communication before receiving a scholarship at a prestigious German university. After receiving her bachelor’s degree, Amelia went on to pursue her biggest passions: journalism and science. She enjoys being up to date with any cutting-edge scientific advancements and her minor in biology allowed Amelia to accurately cover particularly interesting medical topics.

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