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NHS and Tinder have joined hands in a unique campaign to raise awareness amongst people regarding the organ donation. In the next two weeks, the dating app will take help from local celebrities, that also includes Olympic Gold medalist, Jade Jones, Jamie Laing of Made in Chelease and Gemma Oaten of Emmerdale, who will be placing the "the wait" logo on their tinder profiles to show their support and participation in the campaign. "The Wait" in the campaign is referencing to 7,000 people who are currently on a waitlist to receive organs in the U.K. The initiative was proposed after a report recently from NHS Blood and Transplant that shows the declining number of organ donation after death, first time in 10 years, reported Venture Beat.

The young people who are hoping to find a suitable date on Tinder will be matched with a person they least expected. When the users swipe right to match the three celebrities involved in the awareness campaign, they will be reminded of the wait that many have to go through to find a donor and will be encouraged to enrol as potential donors. Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant, said: "While a third of the UK 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, as reported by The Guardian.

"We hope that the NHS profiles...will encourage people to make and act upon a different decision too - to sign up as an organ donor," said Hermione Ways, Tinder's Head of European Communications to Mashable. This is the not the first time that the tinder collaborated with the organ donation and transplant cause. In November, Erica Bragan also found a donor in Rich O'Dea when she sent on a date with him through tinder, says Tech Times.