In response to protests of police brutality against unarmed Black people, popular dating apps initially posted social media statements and donation pledges in support of Black Lives Matter. To follow up on commitments, Bumble and OkCupid have introduced in-app initiatives that invite members to keep raising awareness and take action on anti-racism causes.
Bumble launched a campaign tied to Pride Month, encouraging its users to donate to LGBTQ+ organizations that support BIPOC (Black, Indigenous, People of Color). Through June 30, the female-focused app is sending members prompts to nominate an organization of their choice or request a donation for themselves if they’re a leader of a community group.
Available in the U.S., the online registrations forms are available in all three app modes: Bumble Date, Bumble BFF and Bumble Bizz. The brand is particularly looking to donate to organizations that provide services for at-risk communities, including bail funds and mutual aid funds. Bumble plans to donate up to $5,000 to each selected group.
“Pride and racial justice aren’t mutually exclusive,” said Kyra Seay, Bumble’s special projects manager, in a statement. “As ongoing supporters of Pride Month, we have to acknowledge the BIPOC who founded this movement and those who continue to fight for their rights today. Trans people of color have been on the frontlines of fighting for fundamental human rights for decades, such as leading the Stonewall Riots, which are widely credited with starting the gay liberation movement.”
In support of the Black Lives Matter movement, Bumble also committed to donate $1 million across the NAACP Legal Defense and Education Fund, the Southern Poverty Law Center, Black Women’s Health Imperative, the Austin Justice Coalition and community bail funds across the U.S.
Following donations to the ACLU, Black Girls Code, Fair Fight and the NAACP, OkCupid has introduced a #BlackLivesMatter badge for members to publicly display their support on their dating profiles.
The badge, available to members in more than 12 countries, joins previous product updates tied to civil rights and social justice causes. The brand partnered with Planned Parenthood for an #IStandWithPP badge and the ACLU for the #RightToLove Badge.
OkCupid has also introduced a group of new matching questions related to racial justice and equality as new methods of fostering in-app conversations. Questions include “Do you protest to fight inequality?” and “Is it important that your date fights for racial justice?”
“Our goal is to drive awareness, conversations and connections among daters based on their shared values and beliefs,” said Ariel Charytan, CEO of OkCupid, in a statement. “The Black Lives Matter profile badge will enable daters to discover and match with like minded supporters as they express their solidarity.”
According to an OkCupid spokesperson, more than 130,000 members have added the #BlackLivesMatter badge to their profile since it was introduced on June 11, and its new matching questions have received more than 400,000 responses.
Additionally, OkCupid announced it will donate $1 million in ad space to Black civil rights organizations. The brand will announce additional details on how organizations can apply in the coming weeks.
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