We found that our audience spent around 2 hours a day (on average) on online connection apps like Tinder, ignoring our “traditional” comms to focus on their social lives. Organ donation never entered their universe.
The mechanic of “finding a match” on Tinder was the perfect way to house our disruptive messaging. It allowed us to raise awareness of one of the key issues in organ donation, how hard it is to find an organ “match” for those in need on the waiting list, whilst normalising the topic via the popular cultural platform.
The partnership between the NHS and Tinder has 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.