Constantly swipe directly on making use of a condom.
Posted Mar 5, 2014 Updated May 31, 2021, 4:22 pm CDT
A months that are few, Tinder creator Justin Mateen made headlines as he insisted that Tinder wasn’t a hookup application, “because ladies aren’t wired in that way.” Needless to say, both areas of this declaration are outrageously, categorically untrue: an incredible number of both women and men alike are employing Tinder to get hookups that are casual.
That’s why a marketing company has teamed up aided by the AIDS Task Force to generate the Tinder AIDS venture, an imaginative yet notably problematic marketing campaign urging hookup-happy Tinder users to consider safe intercourse techniques.
Developed by the Israeli marketing company GREAT Interactive, the advertising demonstrates exactly just just what would take place if Tinder ended up being utilized being a medium “for delivering the message of safe intercourse within the many relevant means.” just exactly How did they make this happen? By producing fictitious Tinder users—all of whom are female—and showing pictures of those with numerous lovers.
whenever you’re done looking at the pictures, the message that is following up, associated with a red AIDS ribbon: “You’re not likely her only match. Make use of condom.” GREAT apparently tested the ad escort Daly City away in the platform, and users that are many positively into the advertising.
To be reasonable, the campaign is clever—what better method to distribute a confident social message rather than broadcast it for an software utilized by millions each and every day? Also it’s never a negative idea to advocate for safer intercourse methods, particularly for a platform that’s implicitly, or even clearly, utilized mainly to get casual intercourse lovers.
Yet because most of the fake individual pages within the advertisement are feminine (and due to the ominous “you’re not likely her only match” message at the conclusion), GREAT’s valuable social message is compromised by blatant slut-shaming. Despite just just what the advertisement indicates, it is constantly an idea that is good make use of condom when you’ve got intercourse with some one you meet on Tinder, no matter whether you believe she’s promiscuous or otherwise not. (and also if this woman is, why assume that she’s staying away from a condom along with her other “matches”? With what world does “enjoying sex with multiple partners” immediately mean “reckless, disease-ridden whorebag”?)
Since the Tinder AIDS venture is presumably simply an advertisement campaign, rather than really an element to be incorporated into the Tinder consumer experience, debating the merit associated with advertising is finally moot. Nonetheless it raises interesting questions regarding whether dating apps like Tinder, that are fundamentally getting used by at the very least a few of its users as a fast and way that is convenient find casual intercourse lovers, should assume a job to promote safe intercourse techniques. But so long as Mateen keeps doubting that their software has been employed for casual intercourse within the beginning, that appears extremely not likely.
Improvement: Raz Messing, the executive director that is creative of, reached off to the frequent Dot saying the Tinder AIDS venture “addresses women and men alike. We made fake male AND feminine pages with alternating lovers, so we aim at shaming both sexes…:) It just is not shown from the research case.”
H/T Ads associated with the World | Photo by peachy92/Flickr (CC BY – NC – SA 2.0)
EJ Dickson is a journalist and editor whom mainly covers intercourse, dating, and relationships, by having a unique consider the intersection of closeness and technology. She served once the regular Dot’s IRL editor from 2014 to July 2015 january. Her work has since starred in the brand new York circumstances, Rolling rock, Mic, Bustle, Romper, and Men’s wellness.