Match has launched a new campaign in London called #LoveWithNoFilter this week. The initiative, run in collaboration with evolutionary anthropologist Dr Anna Machin, will explore unrealistic dating expectations.
It comes off the back of a Match-commissioned study which found that heavy social media users were the most likely to be dissatisfied with their love lives.
Match found that people who use social media frequently were more likely to feel that pictures of happy couples “highlighted the lack of love in their own lives”. They were also less likely to be happy as singles, and more likely to feel resentful when shown “perfect” relationships.
The study was conducted by Opinium between 24th and 30th October 2018. It polled 1,048 UK adults in relationships and 1,001 single UK adults.
The marketing campaign is centred on a Shoreditch pop-up experience, which will run from 29th November to 1st December. It looks to highlight everyday relationship moments between couples, “from the good to the mad and hilarious”.
Real Match users will share their stories at the exhibition, and Dr Machin will give a session on how social media is impacting love. The artist Lakwena will also be in attendance, showcasing her kaleidoscopic street art.
Joanna Pons, UK Marketing Director at Match, said: “#LoveWithNoFilter marks a new direction for Match, with a fresh, new tone of voice.
“At Match, we want to help people throughout their dating journey and believe that by being open and honest about love, we can act as an antidote to the social media-manufactured displays of affection, while also providing genuine advice and support along the way.”
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