Match Group subsidiaries Tinder and OkCupid have unveiled major awareness campaigns to celebrate Pride Month and show solidarity with the LGBTQ community.
Tinder assembled a giant rainbow slide at Flatiron Plaza in New York City to raise money for the LGBTQ civil rights organisation Human Rights Campaign (HRC). For every person who travelled down it, the dating app pledged $10 to HRC.
The installation was part of the #RightToLove movement, which sees Tinder supporting the ongoing Equality Act. A bill is currently before Congress that would add sexual orientation and gender identity to the groups protected by federal anti-discrimination laws.
The 30-foot long ‘Pride Slide’ represented each of the 30 states which don’t completely protect the LGBTQ community from discrimination. At the bottom, each slider was encouraged to contact their senators and ask them to support the Equality Act.
CEO Elie Seidman said in a statement: “Discrimination in any form violates the fundamental values that drive Tinder.
“We believe everyone should have equal rights, and by calling on our millions of users to show their support and take action, we hope to make real change for the LGBTQ+ community.”
Tinder added the option for users to choose to display their sexual orientation on their profile at the beginning of Pride Month.
Similarly, OkCupid’s #LoveAtFirstPride campaign focuses on supporting the LGBTQ+ community in India.
A video was produced with three community influencers celebrating the growing freedom that is now being extended to all identities and orientations. It marks the first steps being made by individuals as they express themselves to their family, friends and the whole world.
Earlier this month, OkCupid published the results of a survey that found 82% of Indian women and 55% of Indian men believe that same-sex marriage should be made legal in the country.
CMO Melissa Hobley explained: “The most beautiful, meaningful and rewarding connections are formed when people are able to identify and are celebrated as their authentic selves.
“This pride month, we join hands with the LGBTQ+ community to celebrate #LoveAtFirstPride, bringing the joy of love in every shade of the rainbow. Working with the community and the overwhelming response to the film have filled our hearts with joy and hope.”
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