This Organ Donation Campaign Uses Tinder to Captivate Young Audiences
Laura McQuarrie — December 16, 2015 — Tech
References: organdonation.nhs.uk & prexamples
In the same way that the interface of Tinder has inspired the simplification of activities like job-hunting or even picking out a brand new vehicle, this organ donation campaign aims to make it easy for patients and donors to be matched.
The awareness campaign is running between Tinder and the NHS Blood and Transplant, featuring the faces of Made in Chelsea’s Jamie Laing, Olympic Gold Medallist Jade Jones MBE and Emmerdale’s Gemma Oaten on profiles. When a users matches with one of these attractive public figures, they 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." After receiving this unusual match message, Tinder users have the opportunity to immediately sign up as an NHS organ donor.
Outside of dating, Tinder has become a powerful tool for cause marketing.
The awareness campaign is running between Tinder and the NHS Blood and Transplant, featuring the faces of Made in Chelsea’s Jamie Laing, Olympic Gold Medallist Jade Jones MBE and Emmerdale’s Gemma Oaten on profiles. When a users matches with one of these attractive public figures, they 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." After receiving this unusual match message, Tinder users have the opportunity to immediately sign up as an NHS organ donor.
Outside of dating, Tinder has become a powerful tool for cause marketing.
Trend Themes
1. Simplified Matchmaking - Using Tinder-inspired interfaces to simplify activities and create easier matching processes.
2. Cause Marketing on Platforms - Leveraging popular platforms like Tinder for cause marketing campaigns.
3. Innovative Awareness Campaigns - Creating unique and engaging awareness campaigns that capture the attention of young audiences.
Industry Implications
1. Healthcare - Integrating matchmaking technologies to efficiently connect patients in need of organ transplants with potential donors.
2. Dating and Relationship Apps - Exploring innovative partnerships and campaigns to promote social causes and encourage users to take action.
3. Marketing and Advertising - Developing creative and unconventional campaigns on popular platforms to increase brand awareness and engagement.
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