Yahoo Lifestyle Domestic Violence Campaign Launches On Tinder
A US organisation, Women in Distress, has created a unique marketing campaign called Tinder Beater to raise awareness about domestic violence. According to AdWeek, they did this by creating fake profiles of three different “abusers” on the popular dating site.
The stunt was designed so that when people swiped right, the men went from nice to increasingly threatening, even so far as visually throwing a punch on screen.
Women in Distress, which is based in Florida, has been able to reach hundreds of women in their area who could potentially be in abusive relationship or know someone who is.
“We decided to raise awareness to this problem in the place where women are looking for their matches in the mobile era,” the organisation says in an accompanying campaign video (see it here).
Since the launch, Women in Distress has received responses that range from positive (“That’s great! I shared this info with a friend that needs it”) to the poignant (“Thanks for doing this. I know this very well … I lived it”).
In the US, according to statistics, a woman is domestically abused every nine seconds. In Australia, 31 people have been killed in 2015 by acts of domestic violence.
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