Always swipe directly on utilizing 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: an incredible number of women and men alike are utilizing Tinder to locate hookups that are casual.
That’s why an advertising company has teamed up because of the AIDS Task Force to generate the Tinder AIDS venture, an inspired yet advertising that is somewhat problematic urging hookup-happy Tinder users to consider safe intercourse techniques.
Produced by the Israeli marketing company GREAT Interactive, the advertising shows exactly just what would take place if Tinder had been utilized being a medium “for delivering the message of safe intercourse when you look at the many relevant means.” Just exactly just How did they make this happen? By producing fictitious Tinder users—all of who are female—and showing pictures of these 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. Make use of condom.” GREAT apparently tested the ad away in the platform, and users that are many positively into the advertising.
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 an idea that is bad advocate for safer intercourse methods, particularly for a platform that’s implicitly, if you don’t clearly, utilized mainly to find casual intercourse lovers.
Yet because most of the user that is fake within the advertisement 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 advertisement recommends, it is always a good notion to work with a condom when you yourself have intercourse with some body you meet on Tinder, no matter whether you might think she’s promiscuous or perhaps not. (and also if she’s, why assume that she’s staying away from a condom along with her other “matches”? With what world does “enjoying intercourse with multiple partners” immediately mean “reckless, disease-ridden whorebag”?)
Due to the fact Tinder AIDS venture is presumably simply an advertisement campaign, and never really an element to be incorporated into the Tinder consumer experience, debating the merit of this advertisement is finally moot. Nonetheless it raises interesting questions about whether dating apps like Tinder, that are fundamentally used by at the least a few of its users as a fast and way that is convenient find casual intercourse partners, should assume a task to advertise safe intercourse techniques. But provided that Mateen keeps doubting that their software will be employed for casual intercourse when you look at the first place, that appears very not likely.
Enhance: Raz Messing, the executive creative manager of good, reached away to the everyday Dot saying the Tinder AIDS venture “addresses women and men alike. We made fake male AND feminine pages with alternating lovers, so www.hookupdates.net/escort/college-station/ we aim at shaming both sexes…:) It just is not shown from the research instance.”
H/T Ads associated with World | Photo by peachy92/Flickr (CC BY – NC – SA 2.0)
EJ Dickson
EJ Dickson is really a author and editor whom mainly covers intercourse, dating, and relationships, by having a focus that is special the intersection of closeness and technology. She served once the frequent Dot’s IRL editor from January 2014 to July 2015. Her work has since starred in this new York days, Rolling rock, Mic, Bustle, Romper, and Men’s wellness.