Women's rights campaigns to take over social discovery app Tinder

Amnesty International plans a takeover of the social discovery app on 8 March in honour of International Women's Day

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why it's time to integrate your website into your digital marketing strategy

As the head of marketing, do small beads of perspiration break out on your forehead when you hear the dreaded phrase: “It’s time to redesign our website?”

The impact of uniforms on consumer brand preferences

Flight attendant uniforms attract attention. From a primary association with sex appeal during the 1960-70s, to the diverse role they perform today, the flight attendant’s uniform sits front and centre in the advertising imagery of many airlines. However, relatively little is known about the ways in which consumer behaviour is influenced by airline uniforms.

Are data and creativity like chalk and cheese?

The industry is experiencing an explosion in data-led initiatives like programmatic buying, as well as a simultaneous increase in the importance of creativity. A less adventurous marketer might see these trends as chalk and cheese, as two developments which have the power to markedly improve a brand’s bottom line, but which don’t have much room for crossover.

Today I vented on LinkedIn about ADMA's membership fee starting at 4K per year, which for a small biz is prohibitive. So good to read abo...

Lawrence Ladomery

Sensis-owned digital agency aims at data-driven marketing needs of SMBs

Read more

When you want to get the most ROI, researching about the tools you need will pay off big time. Take for example your marketing and repor...

TapAnalytics

​How to get the best ROI from your martech investment

Read more

We can see how companies are now developing and improving the digital marketing platform they are using and finding ways to add more feat...

TapAnalytics

CMO's top 10 martech stories for the week - 21 January

Read more

Very nice article, Thanks for sharing this necessary information about digital trends. Specially i like prediction no 3 " Marketers embra...

kevin marshall

Predictions: 16 digital marketing trends for 2016

Read more

Mobile has indeed becoming a big player in the marketing industry. It should be utilized by businesses and mobile campaigns should be pro...

TapAnalytics

Report: Mobile-based campaigns and coupons boost consumer brand sentiment

Read more

Latest Podcast

More podcasts

Sign in