Tinder has announced its support for the government campaign ‘Better Health: Every Mind Matters’.
The initiative intends to create a national conversation around loneliness among young people in England.
According to the dating app, 18 – 24-year-olds are within the age group where 89% of people in England have felt lonely at least once. In a recent survey for Tinder, single 18 – 25-year-olds also put ‘companionship’ as the top ‘dating label’ that they are currently looking for when using dating apps.
The government-led campaign aims to decrease stigma surrounding loneliness by encouraging people to talk about the topic. Tinder will support the scheme with in-app messaging and direct links to resources on NHS’ loneliness webpage which conveys simple pointers that serve as a starting point to ‘lift someone out of loneliness’. Tips include inviting someone for a coffee, or going for a walk in a safe place with them.
“Loneliness is something that can be experienced by anyone, at any time, and it’s important to know that we are not alone in feeling this way,” minister for loneliness Stuart Andrew said. “With Tinder’s audience closely aligning with the target demographic for our Better Health: Every Mind Matters campaign, this partnership will allow us to reach even more young people.
“By directing people to the Every Mind Matters webpage via Tinder, we can offer simple tips to encourage connection, such as meeting in a safe place for a walk, or inviting someone out for a coffee.”
A series of influencers will also support the campaign by talking about loneliness at the beginning of their self-shot social media content.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Tinder senior vice president of global communications, Leyla Guilany-Lyard, added: “Tinder is driven by the fundamental human need for connection. Over the past 10 years, Tinder has played and continues to play a key role in influencing how people meet – removing barriers to connections forming and helping introduce people who would never have normally met in their day to day lives. Loneliness and human connection are intrinsically linked.
“We’re proud to be supporting the Government’s desire to destigmatise the topic of loneliness and help to create a national conversation about it. Nobody should feel alone, or be embarrassed about feeling lonely.”
Tinder is reportedy responsible for over 75 billion matches and 1.5 million dates a week.
