OkCupid Relaunches a 2021 Campaign With a Pro-Choice Message

One less-discussed element of the ongoing Covid-19 pandemic is the effect it has had on daters, with the conflicting concepts of social distancing and meeting new people causing trepidation for many. Likewise, a desire to discuss politics has shot up in recent years, creating further obstacles for casual dating. With these barriers in mind, OkCupid is relaunching its "Every Single Person" campaign, which originally kicked off last fall. The brand is doubling down on its mission of inclusivity by adding a new pro-choice line across the NYC subway. At OkCupid, we've created an online dating experience that advocates for EVERYONE, whether you're non-binary, hetero, pansexual, polyamorous, etc. and it's equally important that our marketing efforts reflect that same notion.Devin Colleran, OKCupid This campaign, which features 17 images, is the result of OkCupid’s 12-month effort to understand gender and identity in order to utilize technology that will appeal to as wide a variety of communities as possible. Brainstormed by OkCupid’s CMO Melissa Hobley and Devin Colleran, it features art by Maurizio Cattelan and photography by Pierpaolo Ferrari. This continues OkCupid’s partnership with Mekanism, which began with the "Ask Yourself" campaign in early 2020. Featuring similarly bold font and bright colors, the series assured dating app users that it’s perfectly okay if some political stances are dealbreakers. Last fall, OkCupid partnered with Planned Parenthood to create a badge that would assist users in matching with others that supported reproductive rights—an effort inspired by a majority of U.S. users indicating their support of pro-choice policies. Building momentum Prior "Every Single Person" campaign imagery showing a variety of genders, sexual preferences and lifestyles sparked backlash when the OOH platform was featured in a viral video of a person tearing down the ads featured on public transportation. "The homophobic rant in response to our campaign only empowered us to double down on our commitment to celebrate all kinds of identities and love both in our app and our marketing," says Devin Colleran, senior brand manager of OkCupid, in a quote to Adweek. In response to the video, which got over 10k likes, OkCupid is donating $1 to GLAAD for every like it receives. This is to be doubled with $2 donated for every like OkCupid’s announcement post gets via social channels starting Monday, with the brand urging fans to help it hit $25k in donations. "At OkCupid, we've created an online dating experience that advocates for EVERYONE, whether you're non-binary, hetero, pansexual, polyamorous, etc. and it's equally important that our marketing efforts reflect that same notion,” Colleran continues. Major cultural touch points can inspire purpose-driven brands and creatives to revisit past campaigns if the core work remains relevant. In March 2021, Wieden+Kennedy relaunched its campaign "A Word" to address the swell of anti-AAPI violence in America. OkCupid Launches an Expansive Campaign for Almost Every Single Kind of Dater

Diversity, Equity and Inclusion

OkCupid Relaunches 'Every Single Person' Campaign to Champion Reproductive Rights

The dating platform reunites with Mekanism to expand its mission of inclusivity

Sara Century

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