App Tinder Teams With NHS To Convince Users To Become Organ Donors
R. Siva Kumar
December 17, 2015 10:59 AM EST
There is a new dating app Tinder, with which U.K.'s National Health Services has teamed up. It is asking more people to donate organs.
In the coming fortnight, high-profile users can relay a message about joining the organ donation app, if a person decides to swipe on their pictures.
"Tinder users regularly make the decision to swipe left or right wondering whether someone may be the person they are looking for," said Hermione Way, Tinder's head of European communications, according to BBC News.
"While those swiping decisions are important and could be the first step to a successful relationship, we hope that the NHS profiles featuring Jamie Laing ['Made in Chelsea'], Jade Jones [Olympic gold medalist], and Gemma Oaten ['Emmerdale'], will encourage people to make and act upon a different decision too - to sign up as an organ donor."
The NHS published a study on the reduction in the count of organ donors last July.
"The decreases we see across all types of organ transplant will lead to more deaths if we do not reverse this trend. We know there is a combination of reasons for the decreases, but we cannot hope to save more lives unless U.K. citizens talk about organ donation with their families and agree to donate if ever they are asked," said Sally Johnson, director of the Organ Donation and Transplantation at NHS, according to HNGN.
Tinder was previously employed for stealth advertising, in DJ Zedd's latest album and Jason DeRulo's "Want to Want Me" single. However, this particular one on organ donation is seen as the "most noble" of them all.