Bumble's #MyLoveisBlackLove Campaign Shares Joyful Stories
Ellen Smith — October 2, 2020 — Marketing
References: thebeehive.bumble & hypebae
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.
Image Credit: Bumble
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.
Image Credit: Bumble
Trend Themes
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Diversification of Love Stories — Creating campaigns that feature diverse love stories that reflect the experiences of underrepresented groups.
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Representation in Online Media — Addressing the lack of representation of Black love in online media and its impact on mental health and wellbeing.
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Empowering Campaigns for Underrepresented Groups — Developing campaigns that uplift and empower underrepresented groups, promoting positive narratives and visibility.
Industry Implications
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Dating and Relationship Apps — Innovating dating apps to include features that prioritize diversity and thoughtful representation of love stories.
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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.
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Marketing and Advertising — Partnering with brands and influencers to develop campaigns that challenge stereotypes and promote positive narratives for underrepresented groups.
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