Department of Human Services

Tinder gives State Government free ads to combat sexual violence

2021-01-21

Men's and women's faces with captions showing different reactions to situations. For example: "I just wanted her number." versus "He got really abusive".

In an Australian first, dating app Tinder has given the State Government pro bono advertising space during the month of January for its successful sexual violence communications campaign, "See it for what it is. Sexual Violence".

After viewing the unique social media ads, Tinder offered the State Government the opportunity to advertise for free on its platform. The "See it for what it is. Sexual Violence." campaign first appeared on Tinder in December and has already been viewed almost 1 million times. An additional 750,000 impressions are expected from the pro bono campaign extension.

The Tinder ads are a new way of reaching younger South Australians, with the important message that all forms of violence are unacceptable – and there is help available.

The "See it for what it is. Sexual Violence." ads on Tinder can reach people at this critical point, raising awareness about the predatory behaviours involved in sexual violence. The ads encourage accountability and drive awareness on what is simply unacceptable behaviour, for any potential perpetrator or victim of sexual violence.

The State Government campaign, previously announced in November 2020, aims to raise awareness of predatory behaviours involved in sexual violence and to link victims, bystanders and perpetrators with further information and support through the Break the Cycle website.

Page last updated : 21 Jan 2021

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