Nothing is sexier than donating an organ to someone in need.
At least, that’s what popular dating app Tinder is hoping its users believe. The company has partnered with the National Health Service in England to make it easier for users to register as organ donors.
In the weeks to come, users in the U.K. will get the option of identifying themselves as organ donors; a pink heart logo for the campaign, called The Wait, will appear on their profiles. When users swipe right (“yes”) to those profiles, they’ll get a message that says, “If only it was that easy for those in need of a life-saving organ to find a match.” There will be instructions for registering as an organ donor through the NHS web site.
U.K. celebrities are also participating and will get the donor logo, including Jamie Laing of the reality show Made in Chelsea, and Jade Jones, British gold medalist in Taekwondo.
A spokesperson for Tinder, which is owned by Match Group (MTCH), hints that the company is open to making the same type of partnership with a health provider in the U.S. “We’re delighted to partner with the NHS to raise awareness about organ donation and help save lives,” spokesperson Rosette Pambakian tells Fortune. “We’ve had an overwhelmingly positive response from our users so far and would like to run more campaigns like this in the future.”
The initiative brings Tinder some much-needed goodwill just weeks after a brutal profile of CEO Sean Rad in London’s Evening Standard in which he discussed his sex life. After the story ran and was picked up by major outlets, parent company Match Group, on the eve of an initial public offering, made an SEC filing to distance itself from Rad’s comments.
This story was updated to add a comment from Tinder.