Love-Celebrating Dating App Campaigns

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Bumble's #MyLoveisBlackLove Campaign Shares Joyful Stories

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.
Trend Themes
1. Diversification of Love Stories - Creating campaigns that feature diverse love stories that reflect the experiences of underrepresented groups.
2. Representation in Online Media - Addressing the lack of representation of Black love in online media and its impact on mental health and wellbeing.
3. Empowering Campaigns for Underrepresented Groups - Developing campaigns that uplift and empower underrepresented groups, promoting positive narratives and visibility.
Industry Implications
1. Dating and Relationship Apps - Innovating dating apps to include features that prioritize diversity and thoughtful representation of love stories.
2. 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.
3. 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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