Mobile dating app Tinder has partnered up with the U.K.'s National Health Service Blood and Transplant service to promote organ donation in an new way.
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According to a statement from NHS Blood and Transplant, users 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" and will be informed of the thousands of people waiting for a transplant. They will have the option to say "Yes I donate" and will be able to click on the link provided to sign up on the NHS Organ Donor Registry.
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"Educating and encouraging people to sign up for organ donation -- that's what our partnership with Tinder is all about," Sally Johnson, director of Organ Donation and Transplantation at NHS Blood and Transplant, said in a statement. "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. With the help of these bespoke profiles on Tinder, we'll grab people's attention and throw a spotlight on the importance of organ donation."
Celebrities including Made in Chelsea's Jamie Laing, Olympic Gold Medallist Jade Jones MBE and Emmerdale's Gemma Oaten are a part of the initiative and have created profiles to spread awareness.
According to the NHS, 7,000 people in the UK are waiting for organ transplants and 6,000 people have died while waiting on the list over the past ten years.
Here's what the profiles will look like:
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