New dating app takes aim at ‘f**kboys’ in provocative outdoor ads

Listen up, singles! A new dating app just dropped with a poignant message about who’s allowed on its platform. Better in Person announced its debut on Wednesday (Aug. 14) with a less-than-warm OOH campaign, created in-house, that effectively says “No f**kboys allowed.” The “Report Every F**kboy You Know” campaign launched with billboards on air, land and sea that tout how Better in Person is different from other dating apps by discouraging dishonest and flaky behavior. Case in point: the app encourages users to report anyone, regardless of gender, as a “f**kboy, treasure hunter, flake or other” based on a history of lying, standing people up or other unsavory dating behavior. Also read: Dating app Archer’s new ads say (some) d*ck pics are welcome Dishonest daters are flagged after a certain number of reports with a public profile warning banner describing their tendencies, for which they would need to delete the app or submit an apology from their mom to remove. A 5- to 20-second in-app profile video requirement aims to curb catfishing. The app also requires daters remain in “good standing” on the app by giving them a follow-through- ate of matches to dates based on their app activity. To promote this, billboards will grace the Los Angeles skies saying “Report every f**kboy you know” through mid-September. On the ground, actual f**kboys (as reported on the app) will take to the streets of Los Angeles and New York with “Report every f**kboy you know” signage at popular locations like Washington Square Park and the Union Square subway in NYC and Erewhon, Santa Monica Pier and the Venice Beach Boardwalk in L.A. starting the weekend of Aug. 17. Lastly, beginning the weekend of Aug. 17, seaplanes will travel up and down the coastlines of New Jersey, Long Island, New York, and Southern California with 90-foot banners that read, “Report every f**kboy you know.” The seaplanes will run for three weeks. In addition to the OOH, more than 60 different digital ads will run across social media, including Instagram, Facebook, TikTok, YouTube and Snapchat. The campaign comes as a Better in Person study found women cited “f**kboys” as the top issue on dating apps today. The company pointed to the viral Facebook group “Are We Dating the Same Guy?”, which has 3.5 million members in 200+ cities, as evidence of this. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

New dating app takes aim at ‘f**kboys’ in provocative outdoor ads

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