In the same way that the interface of Tinder has inspired the simplification of activities like job-hunting or even picking out a brand new vehicle, this organ donation campaign aims to make it easy for patients and donors to be matched.
The awareness campaign is running between Tinder and the NHS Blood and Transplant, featuring the faces of Made in Chelsea’s Jamie Laing, Olympic Gold Medallist Jade Jones MBE and Emmerdale’s Gemma Oaten on profiles. When a users matches with one of these attractive public figures, they will receive a message that says: "If only it was that easy for those in need of a life saving organ to find a match." After receiving this unusual match message, Tinder users have the opportunity to immediately sign up as an NHS organ donor.
Outside of dating, Tinder has become a powerful tool for cause marketing.