NHS partners with Tinder for organ donor campaign

The NHS has partnered with Tinder in a campaign to increase the number of young people registered as organ donors.

The campaign, which was created by 23red for NHS Blood and Transplant, will feature celebrities such as Jamie Laing from Made in Chelsea, Emmerdale’s Gemma Oaten and the gold-medal-winning taekwondo Olympian Jade Jones.

Tinder profiles for the celebrities will appear in the app and users who swipe right will match with the celebrity profiles and 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 given the opportunity to sign up to the NHS Organ Donor Register.

Young people aged 18-35 are an important target for the NHS Organ Donor Register. This partnership with Tinder is part of the NHS Blood and Transplant campaign "the wait", which launched in November, and aims to draw attention to the fact that many people waiting for an organ donor die before a match is found.

The NHS says there are currently almost 7,000 people on the UK transplant waiting list.

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."

Tinder has previously worked on campaigns with companies such as Gillette and Calvin Klein Jeans, as well as promoting TV shows and albums from artists such as Jason Derulo, whose music video for Want To Want Me premiered exclusively on the app.

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