Swiping right on Tinder typically gets you, at worst, unwanted photos of strangers' genitalia, or, at best, a vaguely pleasant first date. But now the U.K. government is partnering with the dating app on an effort that's a bit different — getting people to register as organ donors, BBC News reports.
In a two-week campaign starting Monday with the National Health Service, Tinder users who swipe right on the profiles of one of the three featured British celebrities will receive a link to sign up as an organ donor along with the following message: "If only it was that easy for those in need of a life saving organ to find a match."
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