AMNESTY INTERNATIONAL
Tinder Takeover
Swiping right for women’s rights.
The world’s first campaign to use Tinder for social impact.
Thousands of Aussie singles swiped right for women’s rights.
Widespread coverage from press, tech blogs and charity sites.
Millions of women have no freedom of choice.
Amnesty International Australia asked us to deliver the message that millions of women are not free to make the same choices that Australian women can. We went straight to the place where millions of women exercise their right of choice every day: Tinder.
Matching to show support.
We set up Tinder ‘profiles’ across the country. As women swiped through people in their area, they were met with our profiles, and our message. Once ‘matched’, women could click through to the fully-responsive campaign site to sign up, have their say, and show support.
Results
0
choices made on the campaign website
shared
heavily by press,
tech blogs, social and
charity sites
awards
IAB creative showcase and Webby awards
