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Over the past year, domestic violence has finally become a public national issue that is being addressed by the highest level of government, NFL and even Tinder. As Spring begins the start of a fresh new dating season filled with late, warm nights, an organization named Women In Distress collaborated with Tinder to create fake profiles of three different abusers (look below).
When users come across the domestic violence ad, they are able to swipe through the photo albums of the fake profiles. In the albums, the men are seen from being nice to ultimately very angry and aggressive. The creatives at the ad agency Bravo/Y&R also prompted users by liking profiles they encountered. If the fake profile(s) caught the attention of the user, she would be able to look at its entire album via the “match” chat window.
Bravo/Y&R created this specific ad to prompt women to receive help immediately once they noticed extreme changes in the behavior of the person they’re dating. The ad agency also wanted women to note, nice guys can also become violent and dangerous.
Adweek tested out the new ad and respondents said it was spammy and the profiles may catch consumers off guard. However they believe it would help those who use Tinder to deeply think about what type of relationship they want instead of using the app as a “hook-up” tool.
