You'd think that a sexual health awareness campaign would fit the audience better, but swipe-swipe-sex-sex dating app Tinder is teaming up with the NHS to encourage its users to donate blood and organs.
While "playing the numbers game" is a regular Tinder match-up technique, the app aims to point out that the wait for a suitable blood or organ donation for those that need it can be a very long one. Celebrities including Olympic Gold Medallist Jade Jones MBE and Emmerdale’s Gemma Oaten have set up promotional profiles that appear on Tinder with ‘The Wait’ logo plastered across them as part of the campaign – users who swipe right for a match with these stars then receive a message that reads “If only it was that easy for those in need of a life saving organ to find a match”.
They will be then be given the chance to click through a link to sign up on the NHS Organ Donor Register. The NHS has asked Tinder to target users between the age of 18-35 years old – a demographic that currently has one of the lower percentages of donors. 21.8 million people across the UK currently sit on the Organ Donor Register, and while this campaign is targeting younger users, anyone of any age can sign up. To find out more, visit organdonation.nhs.uk.