Feeld Wins Webby for Quick-Response Campaign Celebrating Celibacy

Feeld has taken home a Webby Award for Best Real-Time Response Campaign, following its swift and culturally attuned reaction to controversy stirred by rival dating app Bumble in 2024. The award recognizes Feeld’s rollout of a “Celibacy” profile tag, launched in direct response to backlash against Bumble’s campaign that many saw as dismissive of personal sexual choices – particularly celibacy.

Bumble’s campaign, which included slogans like “You know full well a vow of celibacy is not the answer,” drew criticism for trivializing a valid personal choice, and was seen by some as promoting regressive narratives around women’s autonomy. The public response led Bumble to issue an apology, remove the ads, and commit to donations to relevant causes.

Feeld, known for its inclusive and sex-positive positioning, partnered with creative agency Mojo Supermarket to introduce the Celibacy tag just days after the controversy emerged. The move gave users a new way to express their identity and preferences on the platform, while also offering a pointed yet respectful counter-narrative.

“This recognition is more than a (very cute) trophy — it’s a celebration of Feeld’s ability to listen, respond, and create in the moment,” said Ana Kirova, CEO of Feeld, in a statement on LinkedIn. She credited the campaign’s success to the team’s quick thinking and cultural sensitivity, adding that the effort turned “a cultural moment into a conversation that resonated deeply with our community and beyond.”