Dating app Tinder ‘matches’ with the NHS and celebrities for new campaign
The world’s leading dating app, Tinder, is joining forces with NHS Blood and Transplant (NHSBT) to encourage young people to sign up to the NHS Organ Donor Register.
New campaign The Wait highlights a different kind of search for a match - the difficult and often lengthy wait for an organ donor match. According to NHS Blood and Transplant, there are almost 7,000 people currently on the UK’s transplant waiting list, and more than 6,000 people have sadly died waiting for a match during the last ten years.
Over the next two weeks, Tinder will be promoting the campaign to its UK users aged between 18-35 with celebrity support from Made in Chelsea's Jamie Laing, Olympic Gold Medallist Jade Jones MBE and Emmerdale's Gemma Oaten, who are backing the campaign with artificial profiles that will be appearing on the popular dating app.
Users who ‘swipe right’ will match with the celebrity profiles and receive a message that says: "If only it was that easy for those in need of a life-saving organ to find a match".
They’ll then be encouraged to click on "Yes I donate" and follow the link provided to sign up to the NHS Organ Donor Register. According to NHSBT, 21,8 million people in the UK have already joined the register to record their choice to donate their organs for transplant in the event of their death. Each individual organ donor can save as many as nine other lives, with many more transformed through tissue donation. Contrary to common perception, NHSBT says age isn't a barrier to being a donor and neither are most medical conditions, with people in their 70s and 80s becoming donors and saving lives.
Hermione Way, Tinder's Head of European Communications says: "We're delighted to have teamed up with NHS Blood and Transplant to help save lives. Tinder users regularly make the decision to swipe left or right wondering whether someone may be the person they are looking for. While those swiping decisions are important and could be the first step to a successful relationship, 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."
Made in Chelsea's Jamie Laing says of the campaign: "I think it's a fantastic idea: using Tinder, one of the UK's most popular apps, as a platform to help the NHS raise awareness about organ donation and literally save lives! I'm super excited to be a part of this campaign."
Olympian Jade Jones says: "I got involved in this campaign as it's a great way of reaching out to young people in all corners of the UK and raising awareness about organ donation. It's also the season of giving so hopefully we'll get even more people signed up thanks to Tinder!"
Sally Johnson, Director of Organ Donation and Transplantation at NHS Blood and Transplant says the partnership is all about “educating and encouraging people to sign up for organ donation”. She adds: "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."
To find out more about the scheme and to join the NHS Organ Donor Register, visit www.organdonation.nhs.uk.
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