The national fundraising charity for art, The Art Fund, has partnered up with dating app Happn to inspire 18-35 year-old Londoners to fall in love with art this autumn.
The non-profit has hijacked the app by creating profiles for historic artists and figures, such as Rossetti’s Monna Vanna and a portrait of the Elizabethan poet and musician John Donne.
— happn (@happn_app) October 6, 2015
The perfect date
Users of the app are being encouraged to connect with the profiles in order to be in with the chance of winning a National Art Pass for two.
The charity has reported that almost 50 per cent of all singletons say “a knowledge of art could make some appear more attractive” and “a third of women say they would love to visit an art gallery or museum on a first date, and this choice of venue would be likely to lead to a second encounter”.
According to Field Marketing, The Art Fund’s National Art Pass offers free entry to over 230 charging museums, galleries, castles and historic houses, as well as 50 per cent off exhibitions including those at British Museum, Tate, the National Gallery and the V&A.
A spokesperson from The Art Fund said: “We are extremely excited to be working with Happn on this campaign, it is certainly something brand new for the charity and we hope everyone will embrace the National Art Pass as a useful dating tool.
“With a little luck it will not only help singletons fall in love with each other in 2015 but also to fall in love with art.”
A match made in heaven?
A spokesperson from Happn has also commented on the innovative partnership:
“Happn is delighted to be promoting art in a unique and innovative way.
“People can have such a deep affinity with the art that they love – it’s a powerful representation of their emotions and personalities, and we’re very happy to be offering our users the chance to express themselves beyond words and photos and to share that passion with someone they want to know that little bit better.”
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