Constantly swipe right on making use of a condom.
Posted Mar 5, 2014 Updated May 31, 2021, 4:22 pm CDT
A months that are few, Tinder creator Justin Mateen made headlines as he insisted that Tinder wasn’t a hookup software, “because ladies aren’t wired like that.” Needless to say, both components of this declaration are outrageously, categorically untrue: scores of gents and ladies alike are utilizing Tinder to locate hookups that are casual.
That’s why a marketing company has teamed up using the AIDS Task Force to produce the Tinder AIDS venture, an inspired yet significantly problematic advertising campaign urging hookup-happy Tinder users to consider safe intercourse techniques.
Produced by the Israeli marketing company GREAT Interactive, the advertising shows just exactly what would take place if Tinder had been used being a medium “for delivering the message of safe intercourse into the many appropriate means.” just How did they attempt? By creating Tinder users—all that is fictitious of are female—and showing pictures of those with numerous lovers.
whenever you’re done looking at the pictures, the message that is following up, followed by a red AIDS ribbon: “You’re not likely her only match. Work with a condom.” GREAT apparently tested the ad away in the platform, and numerous users reacted positively towards the advertisement.
Every day to be fair, the campaign is clever—what better way to spread a positive social message than to broadcast it on an app used by millions? Plus it’s never a poor concept to advocate for safer intercourse techniques, specially for a platform that’s implicitly, if you don’t clearly, utilized mainly to get casual intercourse lovers.
Yet because most of the fake individual pages within the advertising are feminine (and due to the ominous “you’re most likely not her only match” message by the end), GREAT’s valuable social message is compromised by blatant slut-shaming. Despite just what the advertising shows, it’s always an idea that is good make use of a condom if you have intercourse with someone you meet on Tinder, no matter whether you might think she’s promiscuous or otherwise not. (and also if she actually is, why assume that she’s maybe not making use of a condom together with her other “matches”? With what world does “enjoying intercourse with multiple partners” immediately mean “reckless, disease-ridden whorebag”?)
Since the Tinder AIDS venture is presumably simply an advertisement campaign, rather than really a feature become built-into the Tinder consumer experience, debating the merit of this advertising is finally moot. Nonetheless it raises interesting questions regarding whether dating apps like Tinder, that are ostensibly getting used by at the least a few of its users as a fast and way that is convenient find casual intercourse lovers, should assume a task to advertise safe intercourse techniques. But so long as Mateen keeps doubting that their application will be useful for casual intercourse in the beginning, that appears very unlikely.
Improvement: Raz Messing, the executive creative director of good, reached out to the day-to-day Dot saying the Tinder AIDS Project “addresses women and men alike. We made fake male AND feminine pages with alternating lovers, it just is not shown regarding the research instance. therefore we aim at shaming both sexes…:)”
H/T Ads regarding the World | Photo by peachy92/Flickr (CC BY – NC – SA 2.0)
EJ Dickson is just a journalist and editor who primarily covers intercourse, dating, and Davie escort relationships, having a focus that is special the intersection of closeness and technology. She served whilst the day-to-day Dot’s IRL editor from 2014 to July 2015 january. Her work has since starred in this new York instances, Rolling rock, Mic, Bustle, Romper, and Men’s Health.