Dating app Tinder has launched a European digital campaign, ‘Green Flags Only’, which will focus on the app’s safety tools. The campaign runs from today for four weeks in the UK, Germany, France and Spain, across TikTok, Snap, Instagram, YouTube and Pinterest.
Created with CPB London, the campaign highlights the green flags that users should look out for, to ensure that they are always in control when using the app. Targeted at 18-25-year old (Gen Z) consumers, the campaign answers their calls for authenticity and the ability to sense-check a match before meeting. A September 2021 study of 1,001 Gen Z UK adults carried out by Opinium found that 57 per cent have admitted that they want to get to know their dates on a deeper level and 48 per cent intend to have video chats and more conversations with matches before meeting IRL.
The campaign highlights three key safety features. First, Photo Verification. Once someone has created their Tinder profile – and added their photos during the sign-up process – they are encouraged to leverage Tinder’s Photo Verification feature. It helps confirm that they are the person in their profile by comparing profile photos with a series of posed photos taken in-app. Members who verify their profile get a blue tick and are more likely to get a Like, too.
Second, Block Contacts. This allows members to input which of their contacts they’d rather not see, or not be seen by, on Tinder in their settings. Whether those contacts are already on Tinder or decide to download it later using the same contact info, they won’t appear as a potential match. Whether members want to avoid a colleague or an ex, the feature gives them more control over their experience.
Finally, Video Chat. Tinder’s video chat feature was built with control and comfort as its first priority. The in-app video calling feature allows members to meet digitally, verify their match is genuine and better assess whether the chemistry is there before an IRL date – all without giving out personal contact details.