Supporting the need for organ donation
Our partnership with Tinder drew attention to a different kind of search for a match – the challenging wait for an organ donor match.
Made in Chelsea’s Jamie Laing was one of the celebrities who supported the partnership to normalise organ donation amongst a young audience.
Tinder users who saw Jamie's profile and swiped right to match with him then received a message to say, “If only it was that easy for those in need of a life-saving organ to find a match”. They were then encouraged to click on a link provided to sign up on the NHS Organ Donor Register.
The partnership between NHSBT and Tinder achieved global reach with over 24 million impressions on social media and during the two weeks of the partnership, the direct weblink accounted for 16% of all click-throughs to the organ donation website.