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Advertising campaign encourages sex that is safe Tinder while additionally slut-shaming females

Advertising campaign encourages sex that is safe Tinder while additionally slut-shaming females

Always swipe directly on making use of a condom.

Posted Mar 5, 2014 Updated May 31, 2021, 4:22 pm CDT

A months that are few, Tinder creator Justin Mateen made headlines as he insisted that Tinder wasn’t a hookup application, “because ladies aren’t wired by doing this.” Needless to say, both components of this declaration are outrageously, categorically untrue: an incredible number of both women and men alike are employing Tinder to get hookups that are casual.

That’s why a marketing company has teamed up with all the AIDS Task Force to generate the Tinder AIDS venture, an imaginative yet advertising that is somewhat problematic urging hookup-happy Tinder users to look at safe intercourse techniques.

Produced by the Israeli marketing company GREAT Interactive, the advertisement shows exactly just what would take place if Tinder ended up being utilized being a medium “for delivering the message of safe intercourse in the many appropriate method.” just just How did they attempt? By producing Tinder users—all that is fictitious of are female—and showing photos of these with numerous lovers.

whenever you’re done looking at the pictures, the after message pops up, associated with a red AIDS ribbon: “You’re not likely her only match. Work with a condom.” GREAT apparently tested the ad away in the platform, and numerous users reacted positively towards the advertising.

To be fair, the campaign is clever—what better method to spread a confident social message rather than broadcast it for an software employed by millions every single day? Plus it’s never a poor concept to advocate for safer intercourse techniques, particularly for a platform that is implicitly, if you don’t clearly, utilized mainly to get casual intercourse lovers.

Yet because most of the fake individual pages into the advertisement are feminine (and due to the ominous “you’re not likely her only match” message by the end), GREAT’s valuable social message is compromised by blatant slut-shaming. Despite exactly what the advertisement indicates, it is constantly a good clear idea to work with a condom when you’ve got intercourse with some one you meet on Tinder, no matter whether you imagine she’s promiscuous or otherwise not. (and also if she actually is, why assume that she’s staying away from a condom along with her other “matches”? With what world does “enjoying intercourse with multiple partners” immediately mean “reckless, disease-ridden whorebag”?)

Considering that the Tinder AIDS venture is presumably simply an advertisement campaign, and never really an element become incorporated into the Tinder consumer experience, debating the merit associated with advertising is eventually moot. Nonetheless it raises interesting questions regarding whether dating apps like Tinder, that are basically getting used by at the least several of its users as a fast and convenient method to find casual intercourse partners, hookupdates.net/escort/clovis/ should assume a task to promote safe sex methods. But provided that Mateen keeps doubting that their software has been employed for casual intercourse into the beginning, that seems very not likely.

Improvement: Raz Messing, the executive creative manager of good, reached away to the constant Dot saying the Tinder AIDS venture “addresses both women and men alike. We made fake male AND female pages with alternating lovers, it just is not shown regarding the research situation. so we aim at shaming both sexes…:)”

H/T Ads regarding the World | Photo by peachy92/Flickr (CC BY – NC – SA 2.0)

EJ Dickson

EJ Dickson is a writer and editor whom mainly covers intercourse, dating, and relationships, with a focus that is special the intersection of closeness and technology. She served due to the fact day-to-day Dot’s IRL editor from January 2014 to July 2015. Her work has since starred in the newest York instances, Rolling rock, Mic, Bustle, Romper, and Men’s wellness.