Tinder, Human Rights Campaign Tackle Prejudicial Blood Ban

Instead of opting for a flashy activation or campaign this Pride Month, Tinder has taken a different approach to show support for LGBTQ+ communities. The dating app partnered with LGBTQ+ advocacy group Human Rights Campaign to raise awareness—and ultimately demolish—a nearly 40-year policy that unfairly and unscientifically stigmatizes a segment of the community. Tinder and HRC have locked arms to call attention to a Food and Drug Administration study, Assessing Donor Variability and New Concepts in Eligibility, or ADVANCE. The government agency's current support for the initiative appears to be an attempt to right a wrong that was actually introduced—and continues to be maintained—by the FDA itself. Specifically, this study could potentially help lift restrictions on gay and bisexual men being able to donate blood. Early caution ossifies into lingering fear At the height of the AIDS epidemic in 1983, the FDA instituted a ban on men who have sex with men to donate blood. The reasoning was due to HIV, the virus that causes AIDS, being passed via bodily fluids, including blood donations. Since then, blood banks and hospitals have instituted screening measures for all blood donations. Lifetime restrictions against men who have sex with men were lifted by the FDA in 2015 and 2020. The latest rule change stipulates these men must abstain from any sexual activity for three months before donating blood. Findings from the ADVANCE study could help restructure how blood donation centers assess blood supply safety. But in order to achieve a full revision of the FDA policy, ADVANCE needs participants. It's looking for men 18-39 living in these eight cities to take part: Atlanta, Los Angeles, Memphis, Miami, New Orleans, Orlando, San Francisco and Washington, D.C. That’s where Tinder comes in. Getting the message right The HRC reached out to the dating app about targeting and spreading the word about both the study and the issue overall. Tinder then worked with Pride at Tinder, its employee resource group, to ensure the tone of its messaging was right. A sign-up message touting the study is being delivered to Tinder users in the aforementioned age and location demographic via a "card" within the app. Since its launch, the sign-up link has been clicked on more than 6,000 times. This impression stat might seem small, but to HRC, it represents a big feat for the study’s visibility. “We're really excited that Tinder has a platform where they can reach men that we may not have contact with on a regular basis to help educate them about the ADVANCE study, understanding the ways in which the blood ban perpetuates stigma, both against gay and bisexual men generally, but also about people who are HIV-positive,” Sarah Warbelow, legal director at the HRC, told Adweek. “This is a real opportunity to drive more participants into this study, so that hopefully we can eradicate the ban as swiftly as possible.” Blood supplies running low The ADVANCE study also comes at a crucial time for blood supply in the U.S. In January, the American Red Cross warned of a national blood crisis. Just as the Omicron wave was starting to ebb, the country began facing its worst blood shortage in more than a decade. Six months later, nothing has really changed. Nicole Senior, Tinder’s vp of DEI and culture, hopes that other companies will do more than just follow Tinder's action. Beyond bringing attention to the study, Senior hopes brands can highlight why this is such a critical moment to donate blood. “The reality is, donating blood saves lives,” she said. “We know that there isn't as much attention to the need there. And we thought it made a lot of sense for us to help lend our voice, lend our power.” For now, educating and encouraging people about what’s happening continues to be at the core of the partnership. “Having the ability for folks who are safe to contribute blood to be able to do so will make an important change,” Warbelow said. “It's not going to alone change the overall blood supply, but it's going to make an important step in the right direction.” The LGBTQ+ Opportunities Almost No Brand Has Touched

Diversity, Equity and Inclusion

Tinder and Human Rights Campaign Join Forces to End Blood Ban for LGBTQ+ Men

The dating app is promoting a study that could lift restrictions deemed outdated and unscientific

Tiffany Moustakas

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Tiffany Moustakas