Making Science

OkCupid launches campaign embracing inclusivity

Gabby Fernie

Dating app, OkCupid has teamed up with creative agency, Mekanism to release a campaign celebrating 'Every Single Person'. 

Launching today with OOH placements in Chicago, Los Angeles and New York, the campaign features highly colourful and contemporary ads by visual artist Maurizio Cattelan and photographer Pierpaolo Ferrari. 

A diverse range of models are used, alongside taglines including 'Every Single Non-Binary' and 'Every Single Tree Hugger'. 

OkCupid was the first dating app to offer users a range of gender and sexuality selections – including 22 gender identities and 20 orientations – as well as the first to implement a profile section to include user pronouns.

The campaign was informed by what the platform was seeing and hearing from its users, such as an 84 per cent increase in users identifying as pansexual compared to last summer and a 7 per cent increase in users being open to non-monogamous relationships.

The data also shows that OkCupid daters care more about matching on societal, political, and social issues and interests than ever before, with nine out of 10 users stating its important that their match cares about the environment and 70 per cent of users say they either have or are getting the COVID-19 vaccination.