Dating apps partner with government to boost vaccine uptake

From today, new features will be added to apps like Tinder, Bumble and Hinge, allowing users to display their vaccination status

Leading dating brands including Tinder, Match, Hinge, Bumble, Badoo, Plenty of Fish, OurTime and Muzmatch have teamed up with the government to encourage their users to get COVID-19 vaccinations through a new campaign.

From today, the country’s leading dating brands will add new features to their apps and websites to support the government’s ‘every vaccination gives us hope’ campaign. The campaign encourages younger people to get their vaccine in the second phase of the rollout, and join the millions who have already received their jabs.

The new features will allow users to show their support for the vaccine on their dating profiles and give in-app bonuses to those who say they are vaccinated.

Features will include vaccination badges and stickers to display on dating profiles, free “Super Likes” and other boost-type features.

Users will also start seeing adverts and banners for the ‘every vaccination gives us hope’ campaign.

Although providing vaccination status on these apps is optional, data has shown that people are more likely to date someone who has received a COVID-19 vaccination.

A recent YouGov poll conducted on 21 May also shows 31% of adults would prefer to date someone who was vaccinated and a further 28% would not date someone unless they had received the jab.

Vaccines Minister, Minister Zahawi said:

I am thrilled that we are partnering up with dating apps to boost vaccine uptake across the country. This is another incredible asset to our vaccination programme – the biggest and most successful in our history.

The vaccine is our way out of this pandemic and we have made incredible progress so far with over three quarters of adults receiving at least one dose.

I encourage everyone who is eligible to roll up their sleeves and get the jab – it could save your life and protect your loved ones.

Examples of vaccine promotion campaigns launching across dating platforms in the UK include:

• Tinder: members will be able to add a variety of stickers to their profile including “I’m Vaccinated” or “Vaccines Save Lives,” with Tinder giving those who support the campaign a free “Super Like” to help them stand out among potential matches. Tinder will also launch a “Vaccine Center” with a suite of resources to educate and connect members with their nearest vaccination site.

• Match & Ourtime: members will be able to add a new badge to their profile to display their vaccine status, with those who participate in the campaign receiving a free “Boost” to help them stand out on the app. Match’s AI-enabled Dating Coach, Lara, will also encourage Match users to get their vaccination badge.

• OkCupid: users will be able to add an “I’m Vaccinated” profile badge and be featured within OkCupid’s “Vaccinated” stack, its new matching system that lets users search by select categories on the app. Those who participate will also receive a free “Boost.”

• Hinge: users who participate in their vaccination campaign will get a free “Rose,” which indicates to other users that they’re excited to get to know them.

• Plenty of Fish: members will be able to add an “I Got My Shot” badge to their profiles. Those who participate will receive 20 Live! credits to use on the Plenty of Fish Live streaming feature.

• Bumble: the popular women-first dating app will enable people in the UK to add a “vaccinated” badge to their profiles. For those who apply the badge, Bumble will offer complimentary credits for premium features such as Spotlights and Superswipes. People on Bumble will also be able to share COVID-19 preferences, letting them easily communicate how they are comfortable dating: outdoors or indoors, how they feel about crowded spaces, and their expectations about masks and social-distancing. Bumble will also leverage their social media channels to amplify the need to get vaccinated.

• Badoo: in-app promotions will enable people in the UK to add a “vaccinated” badge to their profiles. In addition, Badoo will offer vaccinated people complimentary credits for premium features such as Spotlights and Superswipes. Badoo will also leverage their social media channels to amplify the need to get vaccinated.

• Muzmatch: content featuring medics answering users’ most pressing questions about the vaccine will run across social media channels.

Published: 07/06/2021 by Radio NewsHub