Adnatomy: How Dating App BLK Turned 'Vax That Thang Up' Into the Song of the Summer

Fostering an important conversation without preaching

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Despite the havoc that multiple Covid-19 variants have wreaked over the past two years, vaccination remains a very controversial topic—especially within the Black community.

When Black-centric dating app BLK, a subsidiary of Match Group, and Atlanta-based agency Majority saw an opportunity to reach out to the Black community, they didn’t opt for the preachy public service announcement. Instead, they invited those still on the fence about the subject to “Vax That Thang Up” if they wished to engage in the world of safer dating.



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