OkCupid’s #LoveAtFirstPride celebrates LGBTQI stories
This Pride Month, the online-dating app launched a new digital campaign to focus on the freedom to choose and love for all gender identities
OkCupid has launched its latest digital campaign, #LoveAtFirstPride to celebrate love beyond binary identities. The app reached out to members of the LGBTQ+ community to bring to light stories that are just coming out in India, after the Supreme Court decriminalized homosexuality.
With 55% men and 82% women on the app expressing support for gay marriage and an average of 79% expressing a deep support for LGBTQ issues, India is taking early steps towards celebrating diversity and individuality.
The idea behind this campaign is to celebrate this freedom which extends to all gender identities. This has been captured in the video with LGBTQi influencers answering questions like, ‘How much would you reveal about yourself on a first date?, ‘What are your views on moving on with your partner?’ and ‘What are your thoughts on PDA?’.
The campaign, made in collaboration with creative agency The Glitch, was launched in the middle of pride month and in less than a week, it has received an overwhelming response generating almost a million impressions with an engagement of 50k across platforms.
“The most beautiful, meaningful and rewarding connections are formed when people are able to identify and are celebrated as their authentic selves. With 13 sexual orientations, 22 gender options and over 3000 questions on the platform, we make sure our users are matched with people on the same wavelength as you,” Melissa Hobley, CMO, OkCupid, said. “This pride month, we join hands with the LGBTQ+ community to celebrate #LoveAtFirstPride, bringing the joy of love in every shade of the rainbow. Working with the community and the overwhelming response to the film have filled our hearts with joy and hope.”
Kabir Kochhar, Founding Partner, The Glitch, said, “The #LoveatFirstPride campaign is the manifestation of OkCupid and The Glitch’s core values of inclusivity and authenticity. Our intent was to bring forth real experiences by real individuals, driving home the truth that love is love regardless of sexual orientation.”
“We couldn’t have found a better partner to make this film with, because OkCupid’s core philosophy of making meaningful connections cuts across all barriers. We are encouraged by the overwhelming number of heartfelt responses we have received on this campaign, reminding us that when a brand brings forth authentic stories, the impact will always be outsized.”
One of the influencers in the video is Pratul Narang, a 25 year old media professional who quit his job to pursue his dream of becoming a writer, producer and host. While talking about his experience as a member of the LGBTQi community as well as being a part of the campaign, he says, “#LoveAtFirstPride for me is a way to tell all the marginalized individuals that we are in this together, to celebrate our love with the world and to walk with Pride which is just as much our right, as anyone else’s. Online dating apps like OkCupid are a good way to let young people take control of their love life and choose a partner they deem fit, irrespective of their gender.”
Lauren Robinson, another influencer featured in the video, adds, “#LoveAtFirstPride makes me think about the first proud moment of free love, which I associate with myself. The day one looks at the mirror, comfortable in their skin, their clothes, in their expression and their being.”
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