BUMBLE | LOVE LETTERS TO BLACK WOMEN
For 2023 BHM we set out to speak to Black Women. Beyond the everyday challenges they face, in the online dating community in particular they have seen adversity like no other community. We wanted to remind them how brilliant, beautiful, and beloved they are. That’s we celebrated Black History Month with… #LoveLetterstoBlackWomen.
We asked our community to deliver personal Love Letters to the Black Women in their lives, and we’re amplifying these Love Letters across Social, through our success stories, influencers, and encouraging adoption through UGC.
This initiative was supported through…
Creative strategy and production has been led by BIPOC individuals, including partnering with musician, producer and director Jesse Boykins III to co-create the launch content.
Launch the #LoveLettersToBlackWomen through a video with Keith Powers
Supporting posts through Influencers & Bumble Success Stories on social
Direct to consumer channels to encourage UGC (Push notifications, in app cards)
IRL events in our US Key Cities
A finale film that is a mosaic of all of the films collected, one beautiful film to celebrate Black Women.
Social impact commitment to donate and work with Black Women's Health Imperative Fair Work Initiative.
Awards:
Shorty Impact Awards - DIVERSE-OWNED BUSINESSES CAMPAIGN
RESULTS
