It’s a match
NHS Blood and Transport
Issue 39 | June 2016
Agency
23red
Creative Team
Creative Director: Sean Kinmont Deputy Creative Director: Tristan Cavanagh Art Director: Tom Mann Copy Writer: Claire Medcalf Designer: Steve Rob Garner
Production Team
Brand Manager, Tinder: Harold Craston
Other Credits
Senior Planner 23red: Tilly Wilson Business Director: Wendy Manuel Head of European Communications Tinder: Hermione Way
Date
December 2015
Background
The brief was to find a way to raise awareness of organ donation (in order to normalise the subject) and to drive registrations to the NHS Organ Donation Register. NHS blood and transplant were keen to emphasise the fact that an individual must be matched with an organ in order to receive a transplant. This means waiting an indefinable amount of time for the right match.
Idea
Normalising a subject as sensitive as organ donation requires the bravery to meet the audience where they spend their time. The reality is that for a lot of young people the most frequently used and embedded platform is a social one. The task was to find a popular social platform that had a high dwell time and an appropriate mechanic to hold the message. Tinder with a dwell time of approximately two hours and a mechanic that relied on a successful "match" was the perfect solution. What’s more, the platform allowed the possibility to link straight through to the NHS Organ Donation registration page.
All Tinder users in the UK were presented with one of six special profiles (which either held a celebrity or an influencer.) The profiles held the organ donation " The wait " campaign logo. When a user swiped right and "matched" a celebrity, they were sent a message stating " If only it were that easy for someone in need of a life-saving organ to find a match...Whilst you wait for your next date say yes I donate" A link to the NHS Organ Donation Registration page was then provided from the app.
Results
The partnership between the NHS and Tinderwas extremely successful. In just two weeks the campaign achieved global reach with over 24 million impressions on social media and the direct web-link accounted for 16% of all click throughs to the organ donation website.
Thanks to the massive amount of press coverage received, conversation about the subject rocketed, therefore helping to start to normalise it. Normalisation requires the bravery to join the audience where their attention lies and this is what we have sought to achieve.