The NHS in cooperation with dating app Tinder is together raising awareness on organ donation. The app that used to pair people will now encourage its members to become donors as well.
After more than 10 years, people in the United Kingdom who committed to organ donation after death have declined according to the NHS Blood and Transplant report last July. Currently in the U.K., less than 7,000 people are in the waiting list for transplant, and reports revealed that over 6,000 patients passed away while waiting for a surgery.
By swiping several photos in the app, users can voluntarily sign up and become an NHS organ donor. The group highly encourages young people to register. Swiping to the right will match profiles and a message will be followed stating "If only it was easy for those in need of a life-saving organ to find a match."
To get user's attention, the Wait logo designed by Tinder will be featured in celebrity and high-profile individuals, for example, reality star Jamie Laing from Made in Chelsea, Olympian Jade Jones MBE and Emmerdale's Gemma Oaten.
Tinder's head of European communications Hermione Way claimed that Tinder users always face the decision of swiping either left or right to find out if someone out there is matched best for them. However, this time, Way encouraged that if swiping can be as important as the initial step of a possible 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."
In the U.K., NHS Blood and Transplant's director for Organ Donation and Transplantation Sally Johnson revealed that although millions of people favor organ donation, only a third of these actually registered and admitted their intention to donate. She stated that educating and encouraging people to sign up for organ donation, which is what the partnership with Tinder is all about and finishing the registration process takes about the same time as swiping through the Tinder account.
