Sparking conversations to close the Romance Gap with Bumble.

Challenge.

Spark big conversations, generate awareness for the Romance Gap, and reinforce Bumble’s position as the equality-first dating app.

As THE women-first dating app, Bumble has always been committed to making romance equal. Research commissioned by Bumble showed that traditional gender norms are alive and well. The problem with that is that no one benefits – indeed, just over 1 in 2 (52%) said that the impact of gender roles makes people behave in a way that is less true to who they are. So Bumble needed influential voices to amplify their message.

Give a diverse array of influencers the creative freedom to challenge gender norms in their own ways.

Through video-led content, key cultural voices within spanning micro-to-celebrity tiers introduced the concept of the Romance Gap and shared their own experiences, inviting their audiences to do the same. We kept the briefs very open to allow for idiosyncratic storytelling and generate stronger engagement – using Bumble’s research and method as inspiration to show people how ‘making the first move’, the brand’s hero message, is a crucial step in closing the Gap.