Amnesty and Tinder Hook Up for Women’s Rights

March 26, 2014

  • Marketing Strategy

Amnesty International and Tinder seem like an odd couple, but when Circul8 hooked them up earlier this month, you’d swear they were a match made in heaven.

Screen shot 2014-03-27 at 10.56.58 AM

Image: Amnesty International joins Tinder.

The pairing represents our latest women’s rights campaign for Amnesty International Australia, which coincided with International Women’s Day on March 8.

The chemistry began when we realised that the extremely popular, social discovery app Tinder is a place where women are in a relatively unique position of power, being able to pick and choose their suitors in a safe, empowering environment.

Our idea was simple. We wanted to communicate that many women around the world don’t have this power of choice – not only in their love life, but across every aspect of their lives.

To do this, we created a Tinder profile for Amnesty International featuring bold messaging and a call in the bio to visit our interactive campaign website,

Screen Shot 2014-03-27 at 10.58.27 AM
Image: Users were directed to make the choice to stand up for women’s rights.

Here, users go through a fully responsive web journey, detailing the atrocities many women face, and the work Amnesty does to stand up for women’s rights in trouble areas (namely, Afghanistan, PNG and Saudi Arabia etc.).

The campaign made headlines overseas in the women’s section of, and domestically in several industry blogs.

Have you made the choice to support women’s rights? Visit


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