The Clever New Tinder Trend That's Taking Off in the UK
If you're a Tinder fan, then next time you swipe, you could be asked for more than just a date. The UK version of the popular dating app has joined forces with the National Health Service (NHS) to raise awareness about organ donations. Aside from matching your personality, users who swipe on some pictures will be offered information about the service and encouraged to sign up to the NHS organ donor register. This style of campaign is a different approach for the agency, but according to a BBC report, the NHS says "it wants more young people to join its campaign." While the number of young people donating organs after death in the UK has fallen, the amount of people waiting for a transplant hasn't. There are about 7000 people on the transplant waiting list, and more than 6000 people have died just waiting for an operation. To get the next generation on board, Tinder has customized the profiles of its celebrity users, from famous Olympians to TV stars, in an effort to promote the importance of organ donation. When users swipe these bespoke profiles, they'll receive this message: "If only it was that easy for those in need of a life-saving organ to find a match." The organ push is currently UK exclusive, but if it's successful, we can only imagine this will be adopted by other countries, too.
To read more of this story, visit BBC.
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