Tinder, NHS launch campaign for organ donation

Tinder, NHS launch campaign for organ donation

Dating app Tinder has launched a novel initiative in association with the UK’s National Health Service Blood and Transplant division to promote organ donation, particularly those looking desperately for a kidney match.

As part of the campaign, Tinder users supporting organ donation will find a message written on their profile, which will be visible to like-minded users. On their first date, two individuals will have the facility to “swipe right” if they wish to chat on the paucity of organs for transplantation.

Those matching by swiping right on the dating app will get a special message: "If only it was that easy for those in need of a life-saving organ to find a match". The message will, in turn, sign the couple as organ donors with the NHS.

“While a third of the U.K. 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”, says Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant.

Johnson says enrolling for the campaign takes only a couple of minutes—“the same amount of time as a few swipes on Tinder”.

Among those who have already joined the campaign to support organ donation awareness is the UK’s Olympic gold medallist Jade Jones.

Data available with the NHS shows that 6,000 people have died in the UK while waiting for organ donation for more than 10 years. Around 7,000 others have been kept on the waiting list for organ transplants.
The scenario is more grim in the US where 122,185 people are waiting for an organ transplant, as per the United Network of Organ Sharing, an organisation responsible for managing the country’s organ transplant system.