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How Amnesty International took over dating app Tinder In case you didn’t know, Tinder is one of the latest social trends among 18 to 34 year olds. It’s a dating app where singles upload profile pictures via their Facebook account and use the app to swipe through partner options. As a picture pops up, you swipe to the left to reject, or right for a yes. If your yes swipes to the right too, you’ve got a match and you can start messaging. The ideaSo what does any of this have to do with an international human rights organisation? In nesty ran a Tinder Takeover – to highlight women’s rights. In the place of profile pictures, Amnesty shared downloadable images with statements to illustrate how life choices are not an option for many women around the world. The idea came from creative agency Circul8 in response to our brief requesting a ‘digital interactive engagement tool’, targeting a youth-based audience, to draw attention to Amnesty’s work on women’s rights in places like Afghanistan, Mexico, Saudi Arabia. That meant recruiting supporters and activists in different states to join our Tinder takeover The campaign was centred around International Women’s Day with the Tinder images that Amnesty posted driving traffic to the Make a choice website. Here, we ran a quiz in which users were asked to make choices like marry for money or marry for love. A click on money revealed a new page that explained that in rural Pakistan many girls are sold into forced marriage. Data, including email addresses was captured on the site, and interested visitors were contacted to see if they would like to support Amnesty’s human rights work. What needs to be considered when using new channels?Social media is evolving all the time, so in order to keep pace and be innovative, while keeping costs down, it pays to be willing to take chances. Tinder is very underdeveloped as a marketing tool, but it offers engagement with an audience that we don’t often capture the attention of.