This Dating App Campaign Honors International Women's Day
Katherine Pendrill — March 8, 2016 — Tech
References: thedrum & refinery29
Dating app 'Happn' recently launched a campaign that honors International Women's Day in a unique way. As part of a partnership with the human rights organization 'Equality Now,' Happn is helping raise awareness about the unfortunate reality of violence against women.
The 'One In Three' campaign was launched in response to the statistic that one in three women worldwide has been a victim of abuse. To make sure that Happn users understand just how pervasive the issue is, the app is populating the timeline of its users with images of models with cuts and bruises. These models bear the name 'I'm One In Three,' forcing those who come across their profile to think about how likely it is that they know someone who has survived such violence.
While the campaigns honors International Women's Day, the hope is that the initiative will go beyond awareness. As Happn CEO Didier Rappaport explains, "We hope that showing how enormous this problem is will inspire everyone to call on their governments to end all forms of violence against women."
The 'One In Three' campaign was launched in response to the statistic that one in three women worldwide has been a victim of abuse. To make sure that Happn users understand just how pervasive the issue is, the app is populating the timeline of its users with images of models with cuts and bruises. These models bear the name 'I'm One In Three,' forcing those who come across their profile to think about how likely it is that they know someone who has survived such violence.
While the campaigns honors International Women's Day, the hope is that the initiative will go beyond awareness. As Happn CEO Didier Rappaport explains, "We hope that showing how enormous this problem is will inspire everyone to call on their governments to end all forms of violence against women."
Trend Themes
1. Anti-violence Awareness - The 'One In Three' campaign brings attention to the issue of violence against women and encourages users to consider the prevalence of the problem.
2. Innovative Marketing Strategies - Happn's use of its platform to raise awareness about a social issue demonstrates the potential of using unconventional marketing methods for social impact.
3. Partnerships for Social Change - The collaboration between Happn and the human rights organization 'Equality Now' highlights the power of partnerships in driving meaningful change.
Industry Implications
1. Dating Apps - Dating apps like Happn have the opportunity to use their platforms to advocate for social causes and support initiatives that empower women.
2. Nonprofit Organizations - Nonprofits working to address violence against women can explore partnerships with technology companies to leverage their platforms in creating awareness and engaging users.
3. Social Impact Marketing - The success of Happn's campaign demonstrates the potential for social impact marketing, where businesses incorporate social causes into their branding and messaging to drive positive change.
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