Bumble calls out gender inequality in dating in campaign about the 'Romance Gap'

New '#MakeRomanceEqual' global campaign from 72andSunny is a call to action

Published On
Mar 10, 2022

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The latest global work from Bumble, the woman-led dating app, contains some rousing speeches calling out issues of gender equality when it comes to love and romance.

In the spot, by 72andSunny, a series of people question some of the sexism and gender inequality that's still inherent in traditional "dating." For example, one woman says, “If romance was equal, why does he still have to ask me out, go in for the kiss and buy the ring?”

The script also questions some of the modern dilemmas of dating etiquette. For example, why should we obsess about how many kiss emojis in a text? Or, how open should we be with our feelings? Another woman wishes that romance could be "all cards on the table...and none up our sleeves." It also calls out some sexist labels—if romance was equal, a cougar would just be a "large exotic cat," observes another woman.

The film ends with a call to action to "drop the script...and just be ourselves," along with the hashtag "#MakeRomanceEqual."

The 90=second ad, directed by Amy Becker-Burnett of OB Management, features a diverse cast from around the world. The campaign was created after research by Bumble that showed 74% of people surveyed believe that when it comes to romantic relationships, there are different expectations and expected behaviors based on gender identity. Another statistic: 32% of women  aired concerns about appearing to be clingy, attached or desperate while dating or in relationships.

“The 'Romance Gap' is a new term, but many of us will know the feeling," said Naomi Walkland, Bumble’s VP for Europe, in a statement. "Those moments of questioning if sending that text makes you appear too keen, waiting for them to take the lead, or worrying if you are being judged for being too direct, too inexperienced, too old."

"The only way to reduce the 'Romance Gap' is to acknowledge it exists and start an open conversation about how it impacts how we see ourselves, our partners, and relationships," Walkland added.

The spot is running in the U.K., Ireland, France, The Netherlands, Sweden, Australia and New Zealand, accompanied by a digital campaign that includes social media and influencers and will be complemented with media partnerships and print ads. Along with the film, Bumble has published dedicated microsites in English and French with the results of its research, together with content including tips such as how to talk to partners.

Meanwhile, Bumble is not the only dating brand that's getting more frank about poor dating behavior; last month another dating app, Badoo, called out bad digital dating habits by putting them into real-life scenarios.


Mar 10, 2022
Client :
Agency :
Production Company :
OB Management
Director :
Amy Becker-Burnett
Joe Douglas
Producer :
Lucy Bradley
EP :
Sam Holmes
Post Production :
Glassworks Amsterdam
Colorist :
Scott Harris
Sound Design :
Wave Studios
Sound Design :
Alex Nicholls-Lee
Editing Company :
Whitehouse Post
Editor :
Scarlett Bovingdon
Music :
Friday Music
Music :
Steph Grace-Summers
Executive Creative Director :
Laura Visco
Senior Designer :
Renee Lam
Senior Designer :
Sarah Hegyesy
Senior Writer :
Lucy Dale
Strategy Director :
Armando Potter
Strategist :
Pauline Stickel
Brand Director :
Laura van der Heiden
Brand Manager :
Rob Hall
Brand Manager :
Hope Kennedy
Director of Communications :
Kelsey Bozanich
Director of Production :
Stephanie Oakley
Agency Producer :
Sophie van den Berg
Business Affairs Director :
Belinda Harford

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