Bumble bridges support for LGBTQ+ and Black Lives Matter with in-app campaign
As Americans began rallying for racial equality and justice for the death of George Floyd at the beginning of June, several brands postponed their original Pride plans or announced that they would incorporate Black Lives Matter support into their Pride initiatives.
Bumble is one of the first brands to announce its new merged Pride, Black Lives Matter initiative. On Monday, the female-focused dating app announced a new in-app campaign that asks users to nominate LGBTQ+ organizations that support BIPOC (Black, Indigenous, People of Color) the company can support with donations. Bumble is looking to donate $5,000 each to select organizations that provide services for at-risk committees, such as bail and mutual aid funds.
The campaign gives Bumble's 5 million U.S. users the opportunity to take action through June 30. In-app prompts on all three of the company’s apps—Bumble Date, Bumble BFF and Bumble Buzz—guide users to nominate an organization of their choice, or ask for donations if they happen to lead a community group that caters to LGBTQ+ and BIPOC communities. The brand has also introduced a call to action on its website.
“Pride and racial justice aren’t mutually exclusive,” said Kyra Seay, special projects manager at Bumble, 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. Today, it’s more important than ever to honor that history and work to support LGBTQ+ BIPOC.”
Bumble was one of the first brands to speak out about racial injustice and to release details of how it would go about making changes. On May 29, the company announced in an Instagram post: “We have work to do. We are listening.” The post declared it would make donations to the AAPI Civic Fund and the NAACP, and look into how it can make “policy and product improvements to address racism and unconscious bias,” among other steps. It later announced it would 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.
Bumble also participated in #ShareTheMicNow campaign last week on Instagram, which aimed to amplify voices of black women through platforms with large social followings. Bumble, which has 535,000 followers on Instagram, gave its platform over to Macketta Johns, a member of the app’s social team.
Bumble's new initiative is just one example of how brands are assessing how they can do their part this month, even with previously scheduled Pride plans. Hard seltzer brand Truly has revamped a digital billboard initially for its Pride campaign to read: Black Lives Matter; and nonprofit GLAAD is recommending that its brand partners rework their Pride campaigns to center on black LGBTQ+ individuals.
“At Bumble, our job is to ensure that our community—no matter their sexual orientation or gender identity—can love freely and safely,” the brand wrote in a Monday blog post, which also shares resources around how BIPOC has led the fight for LGBTQ+ rights. “But in order to do that, Black members of our community must first be able to live freely and safely.”