Online Editions

24th Jun, 2021

Singletons can now seek vaccinated partners in new dating app campaign

Rugby Editorial 7th Jun, 2021

Tall, dark and vaccinated could be the new dating app bio of choice as part of a new campaign to boost the uptake of Covid-19 jabs.

Dating brands including Tinder, Hinge and Bumble have teamed up with the Government to encourage their users to get coronavirus vaccines.

From today, the brands will add new features to their apps and websites allowing users to show their support for the vaccine on their dating profiles and give in-app bonuses to those who say they are vaccinated.

Features will include vaccination badges and stickers to display on dating profiles, free “super likes”, and other boost-type features.

Users will also start seeing adverts and banners for the “every vaccination gives us hope” campaign.

The Department of Health and Social Care said providing vaccination status on these apps is optional, but added that data has shown that people are more likely to date someone who has had a Covid-19 jab.

Other dating brands involved in the campaign include Match, Badoo, Plenty of Fish, OurTime and Muzmatch.

Naomi Walkland, Bumble’s vice president for Europe, said:

“We know that single people are looking to take control of their dating lives as we head into summer.

“The ‘Covid conversation’ is already front of mind for two in three people on Bumble, so it’s important to make it easier to feel comfortable and safe on a date.

“To do this, we’ll launch a new ‘vaccinated’ badge along with in-app preferences so you can easily communicate if you’re comfortable dating indoors or outdoors only.

“In support of the Government’s vaccination campaign, we will also direct people in-app to learn how to get vaccinated, including linking to educational materials and information on how to find the nearest vaccination site through the NHS.”

Vaccines minister Nadhim Zahawi said:

“I am thrilled that we are partnering up with dating apps to boost vaccine uptake across the country.

“This is another incredible asset to our vaccination programme – the biggest and most successful in our history.

“The vaccine is our way out of this pandemic and we have made incredible progress so far with over three-quarters of adults receiving at least one dose.

“I encourage everyone who is eligible to roll up their sleeves and get the jab – it could save your life and protect your loved ones.”

James Preece, the UK’s top celebrity dating expert and dating coach added:

There’s no doubt that dating has been different and somewhat difficult for many individuals over the last 13 months.

Having the vaccine is one of the most important things people can do to keep themselves and others safe.

The fact that the leading dating apps have come together to support members being vaccinated will go a long way to people feeling confident meeting in person and dating again.

The partnership comes as people aged 30 and over are now eligible to get their COVID-19 vaccine and people under 30 will be invited to book their coronavirus vaccine appointment from this week.

The Government has set a target for every adult in the UK to be offered a first dose by the end of July.


 

Examples of vaccine promotion campaigns launching across dating platforms in the UK include:

Tinder: members will be able to add a variety of stickers to their profile including “I’m Vaccinated” or “Vaccines Save Lives,” with Tinder giving those who support the campaign a free “Super Like” to help them stand out among potential matches. Tinder will also launch a “Vaccine Center” with a suite of resources to educate and connect members with their nearest vaccination site.

Match & Ourtime: members will be able to add a new badge to their profile to display their vaccine status, with those who participate in the campaign receiving a free “Boost” to help them stand out on the app. Match’s AI-enabled Dating Coach, Lara, will also encourage Match users to get their vaccination badge.

OkCupid: users will be able to add an “I’m Vaccinated” profile badge and be featured within OkCupid’s “Vaccinated” stack, its new matching system that lets users search by select categories on the app. Those who participate will also receive a free “Boost.”

Hinge: users who participate in their vaccination campaign will get a free “Rose,” which indicates to other users that they’re excited to get to know them.

Plenty of Fish: members will be able to add an “I Got My Shot” badge to their profiles. Those who participate will receive 20 Live! credits to use on the Plenty of Fish Live streaming feature.

Bumble: the popular women-first dating app will enable people in the UK to add a “vaccinated” badge to their profiles. For those who apply the badge, Bumble will offer complimentary credits for premium features such as Spotlights and Superswipes. People on Bumble will also be able to share COVID-19 preferences, letting them easily communicate how they are comfortable dating: outdoors or indoors, how they feel about crowded spaces, and their expectations about masks and social-distancing. Bumble will also leverage their social media channels to amplify the need to get vaccinated.

Badoo: in-app promotions will enable people in the UK to add a “vaccinated” badge to their profiles. In addition, Badoo will offer vaccinated people complimentary credits for premium features such as Spotlights and Superswipes. Badoo will also leverage their social media channels to amplify the need to get vaccinated.

Muzmatch: content featuring medics answering users’ most pressing questions about the vaccine will run across social media channels.

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