Interviews, insight & analysis on digital media & marketing

Tinder unveils new safety campaign ‘Green Flags Only’

Tinder, the world’s biggest dating app, is launching a new European digital campaign – Green Flags Only.

The campaign is live from today for four weeks running in four markets (UK, Germany, France and Spain),

Safety can often be viewed as the less glamorous side of online dating, being told what not to do, especially to Tinder’s 18-25 audience, which makes up half of its members. This campaign looks to flip it on its head and shines a spotlight on a number of Tinder’s safety tools

Rather than preaching to avoid red flags, Tinder is positioning the green flags as tools that its users should look out for, to ensure that they are always in control when using the app. These green flags exist in the form of Tinder’s safety features which include Photo Verification to ensure members are who they say they are, Block Contacts to avoid any colleagues or exes and Video Chat which was designed by Tinder’s safety team to facilitate a ‘pre-IRL date’ that puts comfort first.

Working with CPB London and director India Harris, the campaign deliberately adopts ‘a high energy, yet refreshingly honest tone to communicate that staying safe can be cool’.

Targeted at Gen Z consumers (18-25-year olds), the campaign answers their calls for authenticity and the ability to sense check a match before meeting. Over half (57%) have admitted that they want to get to know their dates on a deeper level and 48% intend to have video chats and more conversations with matches before meeting in person