Tinder joins forces with NHS Blood and Transplant to encourage users to become organ donors
'Joining the register takes only a couple of minutes – about the same amount of time as a few swipes on Tinder'
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Those who log onto Tinder over the next two weeks may find they are encouraged to sign up to the Organ Donor Register.
NHS Blood and Transplant and the dating app are trying to inform 18 to 35-year-olds about the importance of organ donation.
The message will be channelled through three celebrities: Made in Chelsea’s Jamie Laing, Olympic gold medallist Jade Jones and Emmerdale actress Gemma Oaten.
All three have had a bespoke Tinder profile created for them featuring the logo of The Wait - a campaign launched by the NHS in November as a 14-hour film showing a day in the life of someone waiting for a suitable organ.
Users who match with these profiles will receive the following message: “If only it was that easy for those in need of a life-saving organ to find a match.”
They will then be encouraged to donate through a link leading them to the NHS Organ Donor Register.
There are currently around 7,000 people on UK transplant waiting list. And of the 49,000 who have been on the list in the last 10 years, 6,000 have died waiting for an organ.
Mr Laing said: "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."
Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant, hoped the campaign would "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.”
Hermione Way, Tinder’s head of European communications, said: “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.”
Additional reporting by PA
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments