Popular dating app Tinder is teaming up with England’s National Health Service to encourage young people to to sign up to donate their organs should they die.
Several UK celebrities, including Olympic gold medallist Jade Jones, Made in Chelsea’s Jamie Laing, and Emmerdale’s Gemma Oaten will adorn their Tinder profiles with a logo reminding people of the 7,000 people on the organ donation waiting list.
According to the NHS Blood and Transplant, the number of people saying they would donate their organs after death has declined for the first time in 10 years.
When Tinder users come across these profiles and they swipe right, indicating they like the person, they will be invited to sign up to donate organs.
Tinder, which has come under fire for an increase in sexually transmitted disease among young people, is hoping it can raise awareness about organ donation among the 18- to 35-year-old group, an important demographic of potential organ donors.
The UK, like many other countries, relies on an “opt in” method for organ donation, meaning a potential donor must take action to make their organs available to a potential recipient.
“Educating and encouraging people to sign up for organ donation – that’s what our partnership with Tinder is all about,” said Sally Johnson, of NHS Blood and Transplant. “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.”