Bumble is furthering its partnership with tennis superstar Serena Williams by launching a new campaign to celebrate women who have shown outstanding courage.
‘Women of Courage’ will be selecting five individuals who have been particularly fearless throughout the unique and difficult year. The chosen women are going to be rewarded for their bravery by taking part in a virtual photoshoot for an upcoming special feature in Vogue magazine.
A branded profile card is available on the Bumble app. If a user swipes right on it they’ll be able to nominate themselves or another woman in their life for the award.
Speaking in an Instagram video to her almost 13 million followers, Williams declared: “I am so proud to team up with Bumble in recognising five women who have shown exceptional acts of courage this year.
“I’m honoured to stand beside them and share their stories.”
Williams and Bumble have worked together on a number of projects over the past two years, beginning with the dating and social app’s first ever Super Bowl commercial in February 2019. The ‘In Her Court’ promotion celebrated her determination to overcome the odds, make the first move and achieve her goals.
The following month, Williams invested in the ‘Bumble Fund’, a VC-fund that was setup to finance women-led startups that might be less likely to get support from mainstream organisations.
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