This week, ahead of the WorldPride celebration in New York City, Tinder brought a 30-foot rainbow-colored slide to Manhattan’s Flatiron district, hoping to introduce more fun to the massive event. But it also relays a serious message.
Every foot of the slide is meant to symbolize a U.S. state that does not yet have laws in place to protect against LGBTQ+ discrimination. The slide was backed with a donation component. Tinder donated $10 to the Human Rights Campaign for every slider. Tinder CMO Jenny Campbell said roughly 1,500 people rode the free slide, which meant Tinder’s contribution was nearly $15,000. At the event, Tinder also advocated for sliders to “slide into” their senators DMs and voice their support for the Equality Act, which offers protections against discrimination based on sexual orientation at the federal level.
“We wanted to execute a campaign that did more than just introduce rainbow branding,” said Campbell. “Dating apps are an invaluable platform for connecting the LGBTQ+ community. We hope to truly make a difference in the fight for equality, which is why we created an event where every action directly supported the cause.”
As part of its Pride efforts, Tinder has also launched a campaign called #RightToLove. A video–what Tinder is calling a PSA–encourages viewers to contact their senators to voice their support for the Equality Act. Production agency Burnish Creative worked with the company to create the film, which is running on YouTube and in the Tinder app to all users through the rest of the month. When a user swipes right on the video, they are directed to HRC’s website that gives more information about how to contact senators.
Earlier in June, Tinder also partnered with GLAAD to roll out the ability for users to choose one of nine terms, such as “bisexual” or “questioning,” to their profiles to describe their sexual orientation. Previously, users could only select their preference of “women,” “men” or “both.”