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
