Match making: the story behind Tinder and Amnesty International’s partnership

Find out how Amnesty International came up with the idea to raise awareness of women’s rights on Tinder, one of the world’s biggest dating applications.

| 14th Aug 15

To celebrate International Women’s day on March 8th, Amnesty International wanted to produce a campaign that was both innovative and engaging with 18-34 year olds.

With the help of creative agency Circul8, the charity produced a thought provoking feature that was able to connect with the youth of the world.

Teaming up with Tinder, the social application that allows single people to connect with each other via the swipe of a profile picture, Amnesty International established a takeover campaign on the app.

Tinder executives were more than happy to help raise awareness of women’s rights through its platform.

‘‘We are honoured to partner with such an esteemed organisation as Amnesty International Australia to raise awareness of the human rights abuses faced by millions of young girls and women,’’ stated Justin Mateen, co-founder and CMO of Tinder.

Tinder users were given an insight into gender equality by learning more about the challenges faced by women residing in impoverished nations.

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Instead of seeing profile pictures when searching for a potential match, Tinder users in Australia would be greeted with downloadable images highlighting how many women in nations such as Afghanistan, Mexico, and Saudi Arabia don’t have the freedom which most people take for granted.

Amnesty International ran a number of different features on the app, including a quiz in which users would choose whether they would marry for money or marry for love. A click on ‘money’ would open up a page that showed how Pakistani women were forced into arranged marriages.

At one point in the campaign, Tinder increased the amount of smartphones that would receive images from the campaign.

Slogans from the pictures included ‘‘Not all women have the power to choose like you do’’ and ‘‘You pick your partner. Many women aren’t given the choice.’’ The images were met with an extremely positive response.

Although the charity doesn’t have precise user engagement figures, they confirmed that the number of ‘click-throughs’ in response to the campaign was in the thousands, with hundreds of people subsequently signing up to the charity’s page.

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