Black and yellow background with graphic of phone with Tinder app open

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.

Black and yellow background with campaign logo and "The Choice" and "Choose Now" written on screen

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.

Yellow background with two tinder profiles displayed on screen

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.


choices made on the campaign website
heavily by press, 
tech blogs, social and 
charity sites
IAB creative showcase and Webby awards

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