In an Australian first, dating app Tinder has given the State Government pro bono advertising space during the month of January on its successful sexual violence communications campaign See it for what it is. Sexual Violence.
The State Government campaign, announced in November 2020, aims to raise awareness of predatory behaviours involved in sexual violence and to link victims, bystanders and perpetrators with further information and support through the breakthecycle.sa.gov.au website.
After viewing the unique social media ads, Tinder offered the State Government the opportunity to advertise for free on its platform.
The See it for what it is. Sexual Violence. campaign first appeared on Tinder in December and has already been viewed almost 1 million times. An additional 750,000 impressions are expected from the pro bono campaign extension.
Minister for Human Services Michelle Lensink said the Tinder ads were a new way of reaching younger South Australians on this important message.
“This is a first of its kind partnership in Australia and will support us to get the message out to as many South Australians as possible, and especially to young adults in our community, that all forms of violence are unacceptable – and there is help available,” said Minister Lensink.
“We are always looking for unique and new ways of doing things – and this advertising on Tinder is a great example of using technology for good.
“We really thank Tinder for giving us this pro bobo opportunity.
“The See it for what it is. Sexual Violence. ads send a strong and unmistakable message that violence against women will not be ignored or overlooked and attitudes condoning it must change.”
Assistant Minister for Domestic and Family Violence Prevention Carolyn Power said running the social media ads on such a widely used dating app enables a vital reminder at a vital time.
“Tinder provides the opportunity to meet new people in new places, often outside of your own social networks, which can come with its own risks.
“The See it for what it is. Sexual Violence. ads on Tinder can reach people at this critical point, raising awareness about the predatory behaviours involved in sexual violence.
“The ads encourage accountability and drive awareness on what is simply unacceptable behaviour, for any potential perpetrator or victim of sexual violence.”
Match Group Head of Government Relations Mark Buse said the partnership will see the ads run pro bono on Tinder throughout January and be visible to its members in South Australia.
“We are pleased to partner with the South Australian Government on this campaign,” Mr Buse said.
“We are passionate as a company in our commitment to safety, not just as a safety leader in the dating space but across the entire tech sector.
“As the world’s most popular app for meeting new people, Tinder has an important role to play in sparking positive, social change working with all levels of government.”
For any South Australian who needs support at this time:
Break the Cycle: breakthecycle.sa.gov.au
1800RESPECT hotline: 1800RESPECT (737 732)
DV Crisis Line: 1800 800 098
Men’s Referral Service: 1300 766 491
Yarrow Place – Rape and Sexual Assault Service: 1800 817 421