Badoo has been encouraging its UK users to send in messages of love, support and admiration for the NHS and other frontline workers.
This morning the messages were turned into a ‘digital love letter’ and started to be displayed on the iconic billboards at Piccadilly Circus in London.
For the first 20,000 messages received, Badoo has committed to donating £1 to the NHS COVID-19 appeal.
UK Brand Marketing Director Natasha Briefel said in a statement: “We have been seeing incredible acts of kindness, love and support taking place across the country in recent weeks, which inspired us to do our bit to raise the spirits of the amazing NHS and frontline workers who are putting their lives on the line, day in day out.
“We knew that if we asked our wonderful community for support they would come through in droves – and from the minute we put the call out within our app, we were inundated with messages.
“Thanks to their input, we’ve been able to use our advertising space to broadcast some of these incredible messages of thanks and admiration for our frontline workers, while also trying to raise as much money as possible to support the NHS Covid-19 Appeal.”
The dating app continues to show appreciation for key workers, such as medical staff, supermarket employees, public transport operators and delivery drivers, by giving them a hero badge on their dating profile. Any Badoo user with a superhero emoji next to their name is a verified key worker.
It has also partnered with Welsh artist Nathan Wyburn to create a series of collages to celebrate key workers around the world. Each portrait is made up of images of key workers from within the Badoo community.
Read all the messages here.