In celebration of International Women’s Day on March 8th this year, Amnesty International staged a campaign on the Tinder dating app. Although the app is becoming a more popular place for marketing stunts, it’s still quite unexpected to come across a message like the one Amnesty International promoted, instead of a match.
On Women’s Day, Tinder spread the message that "not all women have the choices you do," cleverly reiterating its stance for women’s rights and equality all over the world.
One of the pros of online dating, such as on Tinder, is that it empowers people to seek their own matches. The Tinder message is hard-hitting and definitely one that most women probably don’t expect to see while swiping either to the left or to the right. Hopefully it will cause some women to stop and think about some of the choices that they might take for granted on a daily basis.
Dating App Interventions
Amnesty International Set Up an Unusual Message on the Tinder Dating App
Trend Themes
1. Marketing Stunts on Dating Apps - Businesses can leverage dating apps like Tinder for creative campaigns to reach a large and engaged audience.
2. Advocacy and Awareness on Dating Apps - Non-profit organizations can use dating apps to raise awareness about important social issues and promote their cause.
3. Empowerment Messaging on Dating Apps - Dating apps can be a powerful tool to spread empowering messages and challenge societal norms.
Industry Implications
1. Marketing and Advertising - Companies that specialize in innovative marketing strategies can capitalize on the unconventional advertising potential of dating apps.
2. Non-profit and Advocacy - Non-profit organizations that focus on women's rights and equality can utilize dating apps to expand their reach and engage with a new audience.
3. Technology and App Development - Tech companies can develop new features for dating apps that allow for more advocacy and messaging related to important social issues.