The challenge

Tinder, the world’s most popular dating app, tasked us to revamp its image as a “hook-up app”.

The strategy

We launched a nationwide campaign in partnership with the NHS to encourage young adults to support a different kind of matching – organ donation. We orchestrated a full communications launch, including enlisting influencers (Made in Chelsea’s Jamie Laing, Olympic Gold Medallist Jade Jones MBE, and Emmerdale’s Gemma Oaten.) If users swiped right on their profiles, a message appeared: “If only it was that easy for those in need of a life saving organ to find a match,” and they were given an option to sign up on the NHS Organ Donor Register.

The results

The campaign drove thousands of UK Millennials to register for organ donation, and we delivered a total of 97 pieces of coverage and over 534 million unique online views.

There was a 46% engagement rate on these Tinder profiles and 660,000 likes on social channels.