Why is this work relevant for Media?

This was the first time ever that the world’s most popular dating platform allowed and placed pro bono content about this subject matter. In terms of media placement, it allowed us to address the issue of sexual violence at an extremely important time, on a platform where relative anonymity and emerging relationships often leads to misconduct and damaging behaviour.

Background

Sexual violence is highly prevalent in Australia and has a devastating impact on many individuals, families, and communities. It’s rarely an isolated incident and often a result of sexist and misogynistic behaviours. This campaign needed to challenge male, peer-to-peer relations that condone sexual violence against women. It needed to engage men in the discussion by confronting them with the reality of behaviour, and strengthen positive, equal and respectful relationships. And it needed to reach them in a pertinent time and place.

Describe the creative idea / insights (30% of vote)

Recent studies found that one in five Australian women had experienced sexual violence since the age of 15 and that one in two women had experienced sexual harassment during their lifetime. Stopping sexual violence and sexual harassment before it occurs is the priority. And primary prevention initiatives have a key role to play in achieving this goal. This requires changing attitudes, behaviours and accepted systems that excuse, justify or encourage sexual violence and sexual harassment. And reaching people before the cycle of abuse deepens. Rape and sexual assault don’t simply happen as an isolated, once-off incident, and there are drivers which can be targeted; sexist and misogynist attitudes, male sexual entitlement, norms around consent and coercion, and not understanding the meaning of consent. Sexual violence isn’t always physical. It can start with a single message. We wanted to reach people at where those first messages were being sent.

Describe the strategy (20% of vote)

We recognised the importance of reaching people where relationships are being formed, and where inappropriate behaviour was extensively documented. For that reason, we recommended running ads on the popular dating app Tinder, and welcomed the brand’s enthusiastic response. We created customised messaging that spoke to sexual violence in the community, as well as the nuances and scenarios app users may be familiar with (e.g. sexting, nudes, and verbal abuse). In a first for the global dating giant, Tinder ran free placements of our messages, in an environment where women are particularly exposed to instances of sexual violence, providing campaign reach far beyond traditional media.

Describe the execution (20% of vote)

Having developed the creative for traditional media placement (outdoor, digital press), we approached Tinder about the possibility of placement, developing custom messaging to speak to the realities of those using the platform. After seeing the campaign, Tinder offered one month of pro bono advertising - a world first for the world’s most popular dating platform. The free placement was estimated to provide an additional 750,000 impressions.

List the results (30% of vote)

Official results remain confidential. In a world first, Tinder ran anti-sexual violence ads on its platform. And did so free of charge. The campaign was picked up by media outlets across Australia.