I remember a time that Tinder was used for free dinners and easy hook ups. Am I right? Oh, no wonder my days playing the swiping game have been so unsuccessful. Damnit. Oh well, Tinder has a new plan up their sleeve anyway.

The internet dating phenomenon has partnered with NHS Blood and Organ Transplant, to try to raise awareness of those in need of vital donations. They are hoping that the new venture will pair a donor with a patient quicker than current time frames.

The campaign is promoted towards 18 – 35 year olds as this age range is the most important to the NHS.

Made in Chelsea’s Jamie Laing, Olympic Gold Medallist Jade Jones MBE and Emmerdale’s Gemma Oaten all have profiles that appear on Tinder with ‘The Wait’ logo to help draw attention to the importance of organ donation.

People who swipe right on ‘The Wait’ profiles will receive a message saying “If only it was that easy for those in need of a life saving organ to find a match”. They are then told that there are thousands of people waiting for a transplant and encourage users to sign up to an organ donation register.

Hermione Way, Tinder’s Head of European Communications said: “We’re delighted to have teamed up with NHS Blood and Transplant to help save lives. Tinder users regularly make the decision to swipe left or right wondering whether someone may be the person they are looking for. 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.”

Made in Chelsea’s Jamie 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.”

Olympian Jade Jones said: “I got involved in this campaign as it’s a great way of reaching out to young people in all corners of the UK and raising awareness about organ donation. It’s also the season of giving so hopefully we’ll get even more people signed up thanks to Tinder!”

Sally Johnson, Director of Organ Donation and Transplantation at NHS Blood and Transplant said: “Educating and encouraging people to sign up for organ donation – that’s what our partnership with Tinder is all about. While a third of the UK population have registered their intention to  donate on the NHS Organ Donor Register, millions more support donation but haven’t taken the final step to sign up. With the help of these bespoke profiles on Tinder, we’ll grab people’s attention and 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. The best part is knowing  that you could save or improve up to nine individuals’ lives in the future.”

To join the NHS Organ Donor Register, go to organdonation.nhs.uk or call 0300 123 23 23 – Now is the #TimeToSign and to tell those closest to you that you want to be a donor.

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Stef Murphy

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