Tinder was considered unsafe and faced image problems – among users and in the media alike. Our task: to turn the narrative around and reposition Tinder as a responsible platform with a focus on safety and consent among Gen Z and press.
We develop campaigns that shed light on the topic of safety from a lifestyle perspective, focusing on educational storytelling with attitude. Together with The Female Company, we develop guidelines for consensual dating. We integrate the outcomes of a Tinder-YouGov study, position the Head of Safety in interviews and anchor safety aspects in all communication tools, from press releases to fact sheets.
