There’s nothing that turns people on more then talking about organ donation, “mmm I’m donating my cornea”. To capitalise on all that sexiness, US dating app Tinder has partnered with Britain’s National Health Service (NHS) to raise awareness among Tinder’s users about organ donation.
User who swipe right on any of the three UK celebrities involved in the campaign, Jamie Laing from Made in Chelsea, Emmerdale’s Gemma Oaten and the gold-medal-winning taekwondo Olympian Jade Jones, will receive the message: “If only it was that easy for those in need of a life saving organ to find a match.”
They will then be prompted to sign up to the NHS Organ Donor Register. According to the NHS around 7,000 people are currently on the transplant waiting list in Britain.
“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,” said Sally Johnson, NHS director of Organ Donation and Transplantation.
“Joining the register takes only a couple of minutes — about the same amount of time as a few swipes on Tinder.”
Hermione Way, the head of European communications for Tinder, said: “Tinder users regularly make the decision to swipe left or right wondering whether someone may be the person they are looking for.
“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.”
This isn’t the first time Tinder has used the platform to promote a brand, earlier this year during SXSW Tinder users were matched with a fictional character AVA to promote the film Ex Machina.