Tinder has launched a new initiative for daters in India as it looks to encourage young people to register to vote. The campaign will help direct users to voting resources and enable them to add election stickers to their profile.
Working in collaboration with youth advocacy organisation Yuvaa, Tinder India looks to remind daters that they have the opportunity to exercise their right to vote this summer. India is holding elections from 19th April to 1st June, in what’s being called the largest election in history.
From April 18th to May 15th, Tinder users are set to come across in-app Swipe Cards that direct and advise them on the process of voter registration. Furthermore, daters will be able to add election stickers to their profile, proudly displaying ‘First-time Voter’, or ‘I Voted’, or ‘Voting Partner Needed’.
Over the last year, Tinder India identified that the term ‘voting’ saw 3x growth among user bios as the country geared up for the election. In consequent studies, the dating app found that 60% of Gen Z respondents would strongly prefer to date someone who votes.
“Over half of Tinder’s users are aged between 18 to 25 years old4 and this collaboration is a great opportunity to encourage younger and newer voters to go to the ballot”, said Aahana Dhar, Tinder’s Communications Director in India.
“We know young daters are passionate about key events that impact their lives and Tinder is giving them a way to express their intent directly in their profile with voting stickers, apart from raising awareness about voter registration for first timers”, she added.
Read Tinder’s full announcement of this voter registration initiative here.
