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Amnesty International takes over Tinder to promote women’s rights

Amnesty International takes over Tinder to promote women’s rights


It’s not the first time Tinder has featured in the world of charities and nonprofits – there was that social experiment by ASH (Action on Smoking & Health) that asked whether smoking is sexy (spoiler alert: it’s not); and then, there is the cringe-fest that is Humanitarians of Tinder.

Now Amnesty International wants in on the action, too. And, indeed, action is one thing Tinder, the popular hook-up app, is in abundance of.

In this campaign developed by digital agency Circul8 for Amnesty International Australia, they ask members of the public to sign-up for an account, change their profile picture to one of these below, and add the following caption: “Amnesty stands up for women’s rights, will you?”

Amnesty International takes over Tinder to promote women’s rights

And if you think hook-up apps and women’s rights aren’t compatible, think again. According to Tinder co-founder and CMO Justin Mateen, “Empowering women is a vital part of Tinder’s overall mission.”

This partnership certainly is a match! Amnesty Australia’s Director of Marketing and Fundraising, Peter Thomas, said, “This new collaboration between Tinder and Amnesty International Australia is another way of reaching a new audience and illustrating that support for women’s equality can take many forms. Tinder is not only helping build social networks and uniting people, it’s also helping promote interest and support for human rights.”

Human rights and human swipe-rights – what’s not to like?

Amnesty International Australia
Additional credits:
Photos courtesy of Amnesty International Australia and Circul8
Quotes from Amnesty International Australias website

Changing the world makes for a good story – which is why I am a communications professional within the nonprofit/NGO sector. Read more.