“My name is Billie. I am a blogger. And I am transgender.”

Tinder engaged GLAAD, experts, and ambassadors, including many from the award-winning show, Transparent, to create #AllTypesAllSwipes, an empathetic, first-person video series where transgender people described their dating experiences and the need for this feature. While this portrayed the stigmas and challenges trans users face, this offered an optimistic lens into how all people really are the same. And then demonstrated how Tinder’s new feature will change the dating landscape for all users.

Tinder’s Founder and CEO, Sean Rad, teased the feature at Recode’s Code conference in June. Tinder and GLAAD then unveiled the #AllTypesAllSwipes campaign in November during National Transgender Awareness Week, with hundreds of unique media profiles which showed the video, and included interviews with Sean Rad, Dr. Tinder’s Jess Carbino (sociologist, who held focus groups with Tinder users), GLAAD’s Nick Adams, activist Andrea James, and Transparent’s Zackary Drucker.

Tinder and GLAAD then hosted a high-caliber premiere party in New York, featuring all the trans people featured in the video. This debuted the #AllTypesAllSwipes campaign to a broader audience of celebrities, influencers, and led to event coverage. It has reached over a billion earned and social media impressions.

Tier 1: #AllTypesAllSwipes garnered global press coverage across print, digital, and broadcast media. The announcement coverage alone generated 890 million earned media impressions. Highlights include Time and The New York Times, which described the feature as “important example for other social media platforms”. Notable stories, which were instrumental in setting the tone for announcement, ranged from The Washington Post, Out, Fast Company, Forbes, BuzzFeed, TechCrunch, Recode, CNN, and more.

The positive response from the media to the More Genders campaign carried through to the launch party hosted by Tinder and GLAAD. More than 4 million additional impressions were garnered from media coverage, and over 64 million impressions on social media from the trending #AllTypesAllSwipes hashtag.

Additionally, a comedic mention on SNL heightened the virality of the conversation, with many more outlets picking up the story and continuing the dialogue. Most recently, CBS aired a documentary called Gender – The Space Between, which explored the world of gender and spoke very positively about the impact the More Genders update has had thus far on the LGBTQ community and its voice within society.

Tier 2: The biggest impact achieved by the More Genders campaign was the transmission of an important message of acceptance, inclusion and awareness during a particularly divisive time.

Since launching in November, there have been nearly a quarter million matches with users who have identified outside the gender binary on Tinder, which also speaks volumes about the improved user experience on the app.