Every 9 seconds a woman is domestically abused in the United States. The 24Hour Crisis Line at Women In Distress gets an average of 1900 calls a month from women in our region and nowadays, most of the relationships that end up in violence start online.

We choose Tinder as a mobile media vehicle because besides the fact that we could talk to an audience that were actively looking for a “partner”, Tinder also allowed us to specifically target our region, due to the app’s geo-location capabilities. So we created 9 different Tinder profiles, using 3 different models and proceeded to engage with women in a 30-mile radius of our area, during a 6-week period.

We got amazing engagement and responses from the women impacted. With countless profile views (we can’t measure those), we received more than 1,000 matches and over 230 replies to the message and created free media on one of the most used apps in the country.