We spoke to those who have more freedom in who they date than ever before. Young people using the dating app Happn; a group who don’t respond to traditional media.

Our idea was to remove the familiar freedom that users have on the dating app, and for one day let them feel what it would be like if you only had one possible partner to choose from. We then concluded the experience with information that told them for 41,000 girls a day this was a shocking reality.

We modified Happn so instead of seeing a choice of different people’s profiles to date on their feed, users were presented a single choice, a fake profile of a man called ‘Mark’.

When opened, Mark’s fake profile delivered further information about the charity and the issue of forced marriage. The activity ran for one day on Happn for all active users across London, being pushed to all of it’s 400,000 users.

Within the profile users were also prompted to search “Forced Marriage” to be guided to the Plan UK website to find out more about how they could get involved with the charity and donate to helping make a difference.

Our reach for this stunt was deployed on all 400,000 active users in London upon launch of the app that day. A further 51,610 people then went on to engage further with the profile and followed the links to find out more.