OkCupid’s #AllyOfLove campaign brings the love to our homes
International dating app OkCupid has launched its digital campaign #AllyOfLove, strengthening its long standing support of the community during this year’s International month of Pride. OkCupid’s ‘#AllyOfLove’ campaign is a clarion call to millennial India to be loud and proud about what they believe in, and to stand up for love in every colour of the rainbow. It is a reminder that love doesn’t discriminate and neither does millennial India. Through this campaign, OkCupid creates a digital coming together to show solidarity with the idea of love without barriers. While a pandemic has forced people to stay at home, they can still make their voice heard and declare themselves to be a safe space for the members of the community albeit from a distance, as an #AllyOfLove.
The campaign draws insights from user responses to questions on the app, breaking gender stereotypes indicated by the progressive thoughts of today’s generation. 96% users on OkCupid said they are an #AllyOfLove as they care about LGBTQi+ issues and over 95% users cross various sexual orientations and preferences have expressed wanting love. This isn’t surprising, as love is a powerful universal need and OkCupid was built for those seeking love, and a partner who understands and shares their values and quirks.
On OkCupid, 95% members from the LGBTQ+ community believe gay marriages should be made legal in India. That’s not all, over 90% of cis-het men and women echo the same views. This shows deep solidarity across millennial India. However, as many 35% OkCupid users who identify as queer don’t have friends from the LGBTQi+ community itself. This fact makes it even more imperative for each of us who believes in love beyond prejudice to be an #AllyOfLove and raise our voices in a celebration of love.
The digital film conceptualized by Dentsu WebChutney, is a 2020 take on the popular game ‘Never have I ever’. Following the instruction - ‘If you agree, turn on your camera’ - a group of 9 diverse individuals across the gender and sexuality spectrum, are asked questions about their love lives and relationships. These questions range from whether ‘they have ever been nervous about asking someone out’ to ‘have their feelings ever been dismissed’. With every answer what becomes clear is that deep down, we are all quite similar! Across geography, gender, and sexual orientation, everybody has been shy about declaring their affection or kept the occasional secret from their parents. Everybody wants love and acceptance. And yet, some of us get more scrutiny than others on the validity of our feelings, on the legality of their desire to marry for love, or even being told for decades that their identity is ‘just a phase’.
Melissa Hobley, CMO, OkCupid, says, “The most beautiful, meaningful, and rewarding connections are formed when people are able to identify and are celebrated as their authentic selves. OkCupid’s early brand promise still holds true today with 13 sexual orientations, 22 gender options and over 3,000 questions on the platform, to make sure our users are matched with people on the same wavelength as you. Through the app and the campaign, OkCupid empowers millennials to show who they are and reminds us that to be an ally of love, one should just be willing to accept and celebrate love in every shade of the rainbow.”
Commenting further on the campaign, Siddhi Desai, Senior Creative Director, Dentsu Webchutney says, “At a time when everyone could do with a little extra support, minority communities could do with a whole lot more - and that’s exactly what #AllyOfLove calls for. OkCupid is an ally in itself, and with this campaign, we’re aiming to garner support from people outside the LGBTQIA+ community to join us in standing up for people’s freedom to love whoever they want.”
Along with this, OkCupid will also be partnering with millennial influencers who will be answering the same questions in the ‘Never Have I Ever’ format. These videos will be shared by them on Instagram. With every question being answered by these influencers they will ask their users to declare themselves an #AllyOfLove.
Don't wait. Join OkCupid and become an #AllyOfLove.
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