In a seemingly unlikely union, NHS Blood and Transplant and Tinder have partnered-up for an awareness campaign that aims to encourage young people to consider organ donation.

Creative comms agency, 23red, coined the campaign, where UK celebrities, including Made in Chelsea star, Jamie Lang and Olympic gold medallist, Jade Jones MBE, had Tinder profiles set-up featuring the NHS Organ Donation campaign logo.

The profiles will only appear to Tinder’s 18-35 year-old users, the NHS’ prime targets in this matter. While many in this age group support donation in principle, they may not have actually taken steps to sign-up yet. Those who swipe right on the celebrity profiles on Tinder will receive a pro-organ donation message, and will be provided with a link that will take them through to the NHS Organ Donor Register.

Tilly Wilson, senior planner at 23red, says, “We are very excited to have secured this partnership with Tinder and NHS Blood and Transplant. It’s an extremely valuable collaboration. Our message is of a different kind of match, there are thousands of people waiting for a life-saving organ. Tinder’s huge user base offers us a great opportunity to raise awareness of the importance of organ donation and bring it to the masses. We hope this will encourage registrations and save future lives”.

The NHS Organ Donation campaign is called ‘The Wait’, it aims to draw attention to the fact that many who are awaiting an organ transplant die before a correct match is found. In the last decade, more than 6,000 people have died while waiting.