U.K.'s National Health Services has teamed up with dating app Tinder in order to encourage more people to be organ donors. For the next two weeks, some high-profile users on the app will relay the message about signing up for organ donation once a person decides to swipe right 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."
In July, the NHS published a study on the decreasing number of organ donors.
"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 The International Business Times.
This is not the first time that Tinder has been used for stealth advertising, although this is the most noble yet, compared to previous selling of DJ Zedd's latest album and Jason DeRulo's "Want to Want Me" single, according to Engadget.
