Trust & Safety
Putting Trust & Safety at the Forefront of Dating
The modern dating journey can feel like a competitive sport with a complicated rulebook. Don’t text back for a few days. Let him make the first move. Dick pics come with the territory. To combat these antiquated rules, Bumble released a brand new suite of safety tools that let women play the game by their rules, at their pace. To help highlight these tools — unmatch, private detector and snooze mode — Bumble asked us to launch a national campaign to promote how their new safety features help users avoid foul play within the app.
We struck the perfect balance between highlighting serious safety issues in the dating pool with real app features without losing the playful, supportive, and approachable tone of voice. The work showcases and proves that Bumble ranks as the most empowering and safe app for women and female identifying folks to date and connect with others.
We also created a series of social videos that help dispel outdated, negative norms and expectations that sometimes taint the dating game. Unsolicited 🍆 or 🍑 pics? Blur. Misogynistic language? Block. Swiping fatigue? Snooze.