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Daing app Bumble bans unsolicited fetishisation: Alyssa Ho often feels degraded, and she's fed up

Daing app Bumble bans unsolicited fetishisation: Alyssa Ho often feels degraded, and she's fed up
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Bumble's New Film Celebrates the Freedom Women Have in the Dating Scene

Bumble, the girls go first dating app, has released a new brand campaign ‘Girls will be Girls’, which celebrates the power women have on the app.
The fast-paced spot, produced by TBWA\Melbourne and directed by Courtney Brookes at Eight, aims to reflect Bumble’s mission to empower women to be in the driver’s seat of their dating lives. Traditional gender norms are tossed out the window and flipped on their heads.
The catchy ad is a high octane romp through the Bumble dating scene for girls. From funny photos with friends to getting ready to go out and meeting that newest match, the campaign, very much like the app aims to be, is nothing but fun. ....

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Bumble launches new 'Girls will be Girls' brand campaign via TBWA\Melbourne – Campaign Brief

December 17 2020, 9:37 am | BY Ricki Green | 28 Comments
Bumble, the dating app that empowers women to make the first move, has released its latest brand campaign ‘Girls will be Girls’, which focuses on the power of women making the first move. The high energy creative, produced by TBWA\Melbourne in close partnership with Bumble and directed by Courtney Brookes at Eight, is a current reflection of Bumble’s mission to empower women to be in the driver’s seat of their dating lives by flipping traditional gender norms on their head.

Says Lucille McCart, associate director, APAC, PR + Comms, Bumble: “The idea for this campaign came from a conversation around why the freedom that comes with the saying ‘boys will be boys’ is rarely given to women. This led to us asking the question, what would ‘girls will be girls’ look like? The idea of the campaign is to remind our audience that women can do whatever they like, starting with making the first mov ....

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