As conversations about race and diversity have become more widespread, addressing injustice and inequality when we see it is so important. For this campaign, we were tasked with bringing these conversations to the dating world. We aimed for the campaign to build awareness of the experiences people of colour have when on Badoo, as well as provide an educational element for non-people of colour in the 190 countries Badoo operates in. By approaching topics such as Black Lives Matter, anti-racism and microaggressions the desired outcome was a safer space for people of colour on Badoo and creating a greater understanding of the potentially offensive interactions users may be having. 

What is the Black Lives Matter Movement?

The Black Lives Matters movement gained notoriety in 2013 when the hashtag #BlackLivesMatter went viral following the death of Trayvon Martin, and has been instrumental in forcing awareness to the violence inflicted on the black community and injustices faced by Black individuals. The movement calls for Black lives to be treated as equally as white lives and for atrocities such as the murder of Trayvon Martin do not go unpunished.

The movement does not suggest that Black lives are more important than others, but actually aims to create equality in all aspects of society. We cannot claim that ‘all lives matter’ until Black lives matter. Ensuring black voices and experiences are heard and taken into consideration is essential in moving forward.

What anti-racing is, and how to become an active anti-racist?

Being anti-racist means actively condemning and making a conscious effort against all types of racism, from structural to individual. Ibrahim X. Kendi, author of ‘How To Be Anti-Racist’, explains this in a way that is easy to understand saying ‘one is either racist or anti-racist. There is no room for neutrality, and there is no such thing as a non-racist.’ Being a silent ally is no longer enough: anti-racism is essential for real change to happen. 

But how can we become actively anti-racist? Anti-racism takes many forms, as such a multifaceted issue there are different ways to address it. Being anti-racist means addressing racism and injustice when you see it. This may be in the workplace, out at a bar or maybe even closer to home in your family. When you hear or see something that’s not right, being anti-racist means not ignoring it. Confronting people and having difficult conversations, making them aware of what is wrong with their actions is an important part of being anti-racist. Educate, learn and teach: educate yourself by reading, watching and listening but then also be ready to share this with other people. This focuses on the individual level of racism. 

When it comes to institutional and structural racism mass support is needed to make change. This is also where your anti-racist voice is important. Signing petitions brings important causes to the attention of public officials and pushing them to support demands for change. But almost just as important as signing these petitions, is sharing them. Encouraging people around you to be part of the movement is part of what it means to be actively involved. But also don't be afraid to contact people yourself, local public officials are there to represent you! Drop them an email explaining the cause you believe they should be paying attention to so they know that their voters are expecting them to act too.

Findings from the focus group

Making sure our campaign was based on solid research was a priority for us, and where better to look than the people affected. We held a focus group to discuss dating app experiences as a person of colour. From this we found many of the issues they faced stemmed from racial profiling, stereotyping and a general lack of appreciation that a person is so much more than just their race. We were able to identify certain buzzwords and common themes in their interactions on dating apps. From feelings of being fetishized to feeling unseen both men and women reported quite similar experiences on the apps and sites.

What we hope for the future of dating apps 

For the future of dating apps, we hope to see a platform that reflects the way our society looks. Dating and meeting new people can already be a daunting task for some, so we hope to have people of all races, religions, ages etc. who feel that the app is a safe space for them to meet new people. Not having to fear they may face racist encounters or leave the app feeling as if their voice or experience is not valued or being heard. 

SevenSix Agency is a diversity focussed social media and influencer marketing agency. We work intimately with brands to create stand out, purpose-led marketing campaigns that have a positive impact and ensure that diversity and inclusion are at the forefront.