The campaign will include celebrities who agreed to put up profiles on the app, according to CNN, Instead of swiping right to show interest, When users swipe right on the profiles, a message will appear with sobering information about organ donation. The Tinder user, who by now has (hopefully) figured out they won’t really get a date with the famous person, will be prompted to sign up as an organ donor.
Among the celebrities included in the campaign, which is being run in partnership with the U.K.’s National Heath Service (NHS), will be “reality star Jamie Lang, actress Gemma Oaten, and Olympic taekwondo gold medalist Jade Jones.”
The campaign will only be visible to users in the United Kingdom between the ages of 18 and 35.
In addition to celebrities, normal users will be able to identify themselves as organ donors, which will give those swiping right on them a new conversation starter besides “Netflix and chill?”
The BBC says a recent NHS Blood and Transplant report showed “that the number of people in the UK donating organs after death had fallen for the first time in more than a decade.”
The BBC goes on to say There are just under 7,000 people currently on the UK transplant waiting list and, in the last decade, more than 6,000 people across the UK have died while waiting for an operation.
It is the hope of the NHS that this campaign will lead to an increase in donors.
