Young people hoping for a date on Tinder will be exposed to a different kind of match over the next fortnight after the popular app partnered with the NHS to raise awareness about organ donation.
Users who swipe right to match three high-profile personalities who are fronting The Wait campaign will be reminded of the delay many people face in finding a suitable organ match and encouraged to become donors.
There are almost 7,000 people on the UK transplant waiting list and in the past decade more than 6,000 people have died while waiting for an organ.
The NHS Blood and Transplant campaign is targeting Tinder's 18-35 demographic, to educate and inform people of their potential to be life-savers.
Made in Chelsea's Jamie Laing, Olympic Gold medallist Jade Jones and Emmerdale's Gemma Oaten all have profiles on the site that will feature The Wait logo.
Users who match with them will receive a stark message saying: "If only it was that easy for those in need of a life saving organ to find a match."
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.
"With the help of these bespoke profiles on Tinder, we'll grab people's attention and throw a spotlight on the importance of organ donation. Joining the register takes only a couple of minutes - about the same amount of time as a few swipes on Tinder.
"The best part is knowing that you could save or improve up to nine individuals' lives in the future."
Hermione Way, Tinder's head of European communications, said she hoped the dating app can be successful in promoting a serious health cause.
She said: "While those swiping decisions are important and could be the first step to a successful relationship, we hope that the NHS profiles featuring Jamie, Jade and Gemma will encourage people to make and act upon a different decision too - to sign up as an organ donor."