Bumble Buys Eye-Catching Newspaper Ads in Honor of RBG’s Legacy

Gender equality is "a human right that motivates our daily work," CEO says

Bumble praised RBG in its latest newspaper ad buy. Bumble/Instagram

Bumble, the buzzy dating app that puts control of the conversation in the hands of women, took out full page ads in three major newspapers this week to honor Supreme Court Justice Ruth Bader Ginsburg.

RBG, who passed away last week, was described in the ads (which were yellow—in keeping with the app’s brand marketing) as a “fighter,” “feminist” and “hero.” Bumble moved quickly over the weekend with the team at MilkMoney to secure the ads, which ran near the front page in The Dallas Morning News, The Wall Street Journal and The New York Times on Monday.

The ads were part of Bumble’s current marketing budget and will also include OOH buys with the same materials, including billboards around Capital One Arena in Washington, D.C. and kiosks around the city’s Union Station train stop. Bumble also vowed to donate to Planned Parenthood and the ACLU to bolster Ginsburg’s legacy of fighting for women’s rights, though the donation amount was not revealed.

In a post on her personal Instagram page, Bumble CEO and founder Whitney Wolfe Herd shared the image of the ads and said RBG “fought for our rights.” The Supreme Court Justice seemed near and dear to her heart: Wolfe Herd also rented out a movie theater in Austin to see the RBG documentary when it was released.

“It’s on us to fight for her legacy. In advocacy of gender equality—a human right that motivates our daily work,” she continued.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.