Don't Be A Dick, Just Swipe Left

  • Laurence Knowlson
The Chappy Pledge was the first major project we undertook after our intiial launch marketing campains. It was designed to reignite peoples excitement for online dating, to encourage behavioural change and to bring back those disillusioned users of other dating apps.
Our message: Don't be a dick, just swipe left.
We launched a global campaign highlighting the regular use of prejudicial language and attitudes from users on dating platforms. The insight, backed by research we commissioned, revealed more than half of the 500 people surveyed had witnessed racism, body shaming or general abuse on dating apps.
We created a film that appeared in cinemas across the UK and online, supplemented by a series of print, out of home and digital out of home. The film features 16 men talking about their experiences on dating apps, revealing rampant underlying racism, ageism, fat shaming and fem shaming in digital spaces.
The ‘Don’t be a D!ck’ campaign is a call to arms, not just to the gay community, but the dating community as a whole. Each person who signs up to the app is required to agree to the pledge before they can engage with other users.

The Chappy Pledge:
‘At Chappy we believe beauty is found in the way you treat others. Discrimination by race, religion, disability, gender identity, age or anything else is strictly forbidden. By using Chappy, you commit to treating your fellow members with respect, kindness and honesty, without judgement or bias. We care about the community and we want people to enjoy dating.’