The NHS has joined forces with an unlikely source to promote organ donation. The NHS will work with popular dating app Tinder to encourage more people to give their consent to donate their organs in the event of an accident.

Traditionally, the app matches people based on their looks and personality, but for the next two weeks users will be asked to sign up to the organ donor register run by the NHS. It is hoped that by teaming up with Tinder, more young people will get involved with organ donation and agree to join the donor register.

Made in Chelsea’s Jamie Laing has already signed up to the campaign and encouraged fellow users and followers on other social media sites to follow suit. Emmerdale actress Gemma Oaten and British Olympic champion athlete Jade Jones have also publicly backed the programme. Celebrity users have been given bespoke profiles to make them more visible for the duration of the campaign.

The move comes after it was revealed that the number of donors has decreased for the first time in a decade. Currently, there are around 7,000 people waiting for donor organs and more than 6,000 people have lost their lives whilst waiting for a transplant.

Head of European communications at Tinder, Hermione Way, said that people make decisions every day based on whether they like the look and sound of people on the app and the campaign with the NHS will enable them to make another decision: whether or not they wish to donate their organs.

Director of organ donation and transplantation at NHS Blood and Transplant, Sally Johnson, said that the campaign with Tinder is about educating young people about organ donation and encouraging them to make the decision about whether or not they wish to donate their organs after death. Many people express an interest in organ donation but don’t go through with the registration process. Now, it’s easier than ever and only takes two minutes or so, which could ultimately save lives.