Bumble's #MyLoveIsBlackLove is a campaign that aims to uplift and empower with cheerful imagery and joyful stories of real love. An internal survey conducted by the dating app revealed that 79% of respondents felt there wasn't enough representation of Black love in online media. To build on that, 52% of respondents answered that this negatively impacted their mental health and wellbeing.
This campaign serves as a response to the survey results, and aims to diversify love stories on mainstream media. The campaign features real people, with real stories of love set against a vivid yellow background. The campaign tapped models Jourdan Dunn and Leomie Anderson, spoken word artist George the Poet, famed sex expert Oloni, and journalist Yomi Adegoke.
Love-Celebrating Dating App Campaigns
Bumble's #MyLoveisBlackLove Campaign Shares Joyful Stories
Trend Themes
1. Diversification of Love Stories - Creating campaigns that feature diverse love stories that reflect the experiences of underrepresented groups.
2. Representation in Online Media - Addressing the lack of representation of Black love in online media and its impact on mental health and wellbeing.
3. Empowering Campaigns for Underrepresented Groups - Developing campaigns that uplift and empower underrepresented groups, promoting positive narratives and visibility.
Industry Implications
1. Dating and Relationship Apps - Innovating dating apps to include features that prioritize diversity and thoughtful representation of love stories.
2. Online Media and Entertainment - Creating inclusive and diverse content that showcases a wide range of love stories, improving representation and boosting mental health and wellbeing.
3. Marketing and Advertising - Partnering with brands and influencers to develop campaigns that challenge stereotypes and promote positive narratives for underrepresented groups.