Tinder's new awareness campaign
Kolkata: Tinder, the renowned social app for meeting new people globally, has launched an “Every Single Vote Counts” awareness campaign in India, partnering with Yuvaa, a prominent youth media organization, and Mark Your Presence, a non-partisan group focused on empowering and educating young voters to strengthen democracy. This initiative coincides with India’s upcoming massive democratic election, expecting over 20 million first-time young voters.
The campaign aims to mobilize and encourage young adults, especially first-time voters, to exercise their fundamental civic right: VOTING. In response to the growing interest in voting among Tinder users in India, the app is introducing voting-themed stickers like ‘Voting Partner Needed’, ‘First-time Voter’, and ‘I Voted’ for users to display on their profiles, fostering connections based on shared civic engagement.
From April 18 to May 15, 2024, Tinder users in India will encounter in-app Swipe Cards guiding them through the voting process and directing them to the Mark Your Presence website for voter registration information and steps.
Recent research by Yuvaa underscores the importance of political engagement among Indian youth, with 60% of Gen Z respondents expressing a strong preference for dating someone who votes. The survey also highlights that young adults in Kolkata value electoral seriousness in potential partners. Additionally, 79% of Gen Z respondents, especially in Kolkata, are more likely to vote if accompanied by a friend or date, emphasizing the significance of social support in voter turnout.
This campaign underscores Tinder’s commitment to civic engagement and social responsibility, leveraging its platform to encourage young Indians to participate in shaping the future of their democracy through voting.
Chaitanya Prabhu, Founder, Mark Your Presence says, I’m thrilled about our partnership with Tinder and Yuvaa. Together, we share a collective dream of empowering young voices and celebrating their right to vote. By providing voter registration opportunities alongside avenues for personal expression, we’re not just encouraging individual involvement, we are fueling a shared movement as millions of first-time voters prepare for the elections.”
Aahana Dhar, Tinder’s Communications Director in India, said “Over half of Tinder’s users are aged between 18 to 25 years old and this collaboration is a great opportunity to encourage younger and newer voters to go to the ballot. We know young daters are passionate about key events that impact their lives and Tinder is giving them a way to express their intent directly in their profile with voting stickers, apart from raising awareness about voter registration for first timers.”
“In our conversations with young adults in India, we’ve observed a genuine concern about their civic responsibilities, which significantly shapes their connections with one another. At Yuvaa, we’ve always championed the importance of empowering youth voices. That’s why we’re delighted to collaborate with Tinder and Mark Your Presence encouraging young people to consider how they can actively participate as informed citizens.” said Maanvi, Editor-in-Chief, Yuvaa
About The Author
