Dating app Tinder has partnered with youth-led charity My Life My Say to launch an in-app campaign that will encourage young people to take an interest in the upcoming general election.
‘Give an X’ will look to help young singles stay informed and politically engaged ahead of polling day on 4 July, with an in-app ‘Swipe Card’ directing users to digestible, impartial guidance to help them make an informed decision in the election.
The campaign is informed by the insight that a third of young UK singles say that it’s important to them that the person they are dating is registered to vote, with a fifth saying that they have ended, or would end a relationship if their partner wasn’t politically engaged.
Promising, the app’s research indicates that close to seven in ten (69%) of the young electorate plans to vote on polling day – with just over a third (36%) even saying that they would discuss politics on a first date.
“At Tinder we support and encourage our users to be their true self while looking for a Tinder match, and for today’s politically engaged young people, the research shows this includes being up front about your politics and voting intention,” Tinder senior comms director, Laura Wilkinson-Rea.
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“With over half of Tinder’s users aged 18-25, by creating awareness of My Life My Say’s ‘Give an X’ campaign in app, our aim is to equip as many of our users as possible to feel empowered to make their voices heard in this General Election.”
Political compatibility was also seen as very important by young singles, with as many as 60% saying that that the person they are dating should respect their political opinions, increasing to 65% for young women.
Spearheaded by the non-partisan charity, the campaign will primarily look to get young people’s voices heard by getting them to cast a vote in the upcoming election, with a link on the Tinder app redirecting to a My Life My Say page containing all the relevant information for the big day.
My Life My Say CEO, Mete Coban MBE added: “We are thrilled to partner with Tinder to engage young people in the democratic process in a truly innovative way. By meeting young people where they are—looking for a date—we’re able to seamlessly integrate voter registration into their everyday lives.
“This collaboration is an exciting step forward in ensuring that the voices of young people are heard and that they are empowered to shape their future. We are inspired by Tinder’s activation to give an X to make sure every young person is registered to vote and their voices are heard.”
