When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.
Women’s rights campaigns are taking over social discovery app, Tinder, to raise awareness of International Women’s Day on 8 March.
The campaigners from Amnesty International Australia have launched an initiative calling on supporters to log into the social app this Saturday and show their support for gender equality. Participants are being asked to do a number of things, including uploading a new profile photo dedicated to the Amnesty International cause.
The downloadable Tinder profile photo states ‘not all women have the choices you do’. Amnesty is then asking women to copy and paste a chosen statement and URL link to its website, www.makethechoice.com.au, in the ‘about me’ text on the app.
Instructions on how to join the initiative are being promoted on Amnesty International’s Facebook and Twitter pages. The Amnesty campaign has been produced by creative content agency, Circul8.
“Tinder is not only helping build social networks and uniting people, it’s also helping promote interest and support for human rights,” said director of marketing and fundraising at Amnesty International Australia, Peter Thomas.
“This new collaboration between Tinder and Amnesty International Australia is another way of reaching a new audience and illustrating that support for women’s equality can take many forms.”
“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,” cofounder and CMO of Tinder, Justin Mateen, said in a statement. “Empowering women is a vital part of Tinder’s overall mission.”
The Tinder app was launched 16 months ago at a University of Southern California party and now boasts of more than 600 million users. It claims to be matching 10 million people every day.