Award Winning Dating App Feature Launch: The Pledge

‘The Drum’ Award Winning 360 Degree campaign including long form video, print, social, OOH, influencer posts and PR.

To announce the launch of the Chappy Pledge feature in app, we created a truly 360 degree campaign with a hero video at it’s core. The overriding message? Don’t be a dick, just swipe left.

Chappy is a dating app with a focus on kindness and respect. The Chappy Pledge was a feature we devised after launch, which required every user to read and agree to a code of conduct during the app on-boarding process. It was designed to reignite peoples excitement for online dating, to encourage behavioural change and to bring back those disillusioned users of other dating apps.

Our message: Don't be a dick, just swipe left.

A global campaign was launched highlighting the regular use of prejudicial language and attitudes from users on dating platforms. The insight, backed by research we commissioned, revealed more than half of the 500 people surveyed had witnessed racism, body shaming or general abuse on dating apps.

We created a film that appeared in cinemas across the UK and online, supplemented by a series of print, out of home and digital out of home. The film features 16 men talking about their experiences on dating apps, revealing rampant underlying racism, ageism, fat shaming and fem shaming in digital spaces.

The ‘Don’t be a D!ck’ campaign is a call to arms, not just to the gay community, but the dating community as a whole. Each person who signs up to the app is required to agree to the pledge before they can engage with other users.

The Chappy Pledge:

‘At Chappy we believe beauty is found in the way you treat others. Discrimination by race, religion, disability, gender identity, age or anything else is strictly forbidden. By using Chappy, you commit to treating your fellow members with respect, kindness and honesty, without judgement or bias. We care about the community and we want people to enjoy dating.’

For the influencer side of the campaign, I created a line of merchandise for talent to wear which match our artworks across OOH, print and digital.

In this campaign I oversaw all creative planning and output, managed the influencer campaign and wrote copy for the app feature itself.

The Drum feature on the campaign can be found here.