In an Australian first, popular dating app Tinder has granted free advertising space for one month in support of a success sexual violence communications campaign.
After seeing the See it for what it is. Sexual Violence. ads, the South Australian government was offered the advertising pro bono on the platform during January.
The campaign aims to encourage accountability and raise awareness of predatory behaviours involved in sexual violence.
It also links victims, bystanders and perpetrators to further information and support online.
Human Services Minister Michelle Lensink said the Tinder ads were a new way of reaching younger South Australians.
“This is a first-of-its-kind partnership in Australia and will support us to get the message out to as many South Australians as possible, and especially to young adults in our community, that all forms of violence are unacceptable – and there is help available,” she said.
“We are always looking for unique and new ways of doing things – and this advertising on Tinder is a great example of using technology for good.
“The See it for what it is. Sexual Violence. ads send a strong and unmistakeable message that violence against women will not be ignored or overlooked and attitudes condoning it must change.”
Head of government relations at Match Group — which owns and operates Tinder — Mark Buse said the company was “pleased” to partner with the SA government on the campaign.
“We are passionate as a company in our commitment to safety, not just as a safety leader in the dating space but across the entire tech sector,” he said.
“As the world’s most popular app for meeting new people, Tinder has an important role to play in sparking positive, social change working with all levels of government.”
Since appearing on the dating app back in December, the ads have been viewed almost one million times.
The state government estimates a further 750,000 impressions will come from the campaign extension this month.
South Australians who needs support at this time can contact:
Break the Cycle: breakthecycle.sa.gov.au
1800 RESPECT hotline: 1800 RESPECT (737 732)
DV Crisis Line: 1800 800 098
Men’s Referral Service: 1300 766 491
Yarrow Place – Rape and Sexual Assault Service: 1800 817 421