OkCupid has launched a range of Valentine’s Day cards designed to be ‘relationship diverse’. The concept is designed to replace contact and intimacy during the current pandemic.
The dating app worked with creative agency Mekanism to release a series of inclusive digital greeting cards for people to send to their partners and friends. The cards are available on a custom microsite and through OkCupid’s app.
They feature messaging and illustrations meant to represent the breadth of identities of the app’s users. Some messages are tailored to those in long-term couples, while others are meant for ‘friends with benefits’ and polyamorous relationships.
OkCupid is encouraging people to download the cards to their mobile devices for texting, emailing or sharing on social media.
Chief Marketing Officer Melissa Hobley told Adweek: “The reality is that Valentine’s Day cards don’t reflect the kind of people, connections and love that exist today.
“Most are out of touch and outdated. This year, connection and love are more important than ever. So OkCupid partnered with a variety of BIPOC and LGBTQ+ artists to create a collection of free digital Valentine’s Day cards that are more reflective of the world we live in.”
OkCupid is constantly evolving to do more to support the LGBTQ and BAME communities. That’s why it as made sure that there are cards available for every person, no matter their ethnicity, sexuality or gender-identity.
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