Constantly swipe directly on employing a condom.

Published 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 application, “because ladies aren’t wired by doing this.” Needless to say, both areas of this declaration are outrageously, categorically untrue: scores of both women and men alike are utilizing Tinder discover casual hookups.

That’s why a marketing company has teamed up because of the AIDS Task Force to generate the Tinder AIDS venture, an imaginative yet advertising that is somewhat problematic urging hookup-happy Tinder users to look at safe intercourse techniques.

Produced by the Israeli marketing company GREAT Interactive, the advertising shows just exactly exactly what would take place if Tinder ended up being utilized as a medium “for delivering the message of safe intercourse into the many appropriate means.” exactly exactly How did they make this happen? By producing fictitious Tinder users—all of who are female—and showing pictures of those with numerous lovers.

whenever you’re done looking at the pictures, the after message pops up, followed closely by a red AIDS ribbon: “You’re not likely her only match. Make use of a condom.” GREAT apparently tested the ad down 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? Also it’s never an idea that is bad advocate for safer intercourse techniques, particularly on a platform that is implicitly, or even clearly, utilized mainly to locate casual intercourse lovers.

Yet because most of the fake individual pages within the advertisement are feminine (and due to the ominous “you’re most likely not her only match” message at the conclusion), GREAT’s valuable social message is compromised by blatant slut-shaming. Despite just exactly exactly what the advertisement shows, it is constantly a good clear idea to make use of a condom when you’ve got intercourse with some one you meet on Tinder, regardless of whether you believe she’s promiscuous or perhaps not. (and also if she actually is, 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”?)

Since the Tinder AIDS venture is presumably simply an advertising campaign, rather than really an attribute to be built-into the Tinder consumer experience, debating the merit for the advertising is finally moot. However it raises interesting questions regarding whether dating apps like Tinder, that are fundamentally getting used by at the very least a number of its users as an instant and convenient method to find casual intercourse lovers, should assume a task to promote safe intercourse techniques. But provided that Mateen keeps doubting that their application will be useful for casual intercourse into the beginning, that appears extremely not likely.

Improvement: Raz Messing, the executive creative director of good, reached off to the everyday Dot saying the Tinder AIDS venture “addresses women and men alike. We made fake male AND feminine pages with alternating lovers, it just is not shown from the research instance. therefore we aim at shaming both sexes…:)”

H/T Ads of this World | picture by peachy92/Flickr (CC BY – NC – SA 2.0)

EJ Dickson

EJ Dickson is really a journalist and editor whom primarily covers intercourse, dating, and relationships, having a unique concentrate on the intersection of closeness and technology. She served due to the fact regular Dot’s IRL editor from 2014 to July 2015 january. Her work has since starred in the brand new York days, Rolling rock, Mic, Bustle, Romper, and Men’s wellness.