Iris Marion Young
I'm a great believer in measuring, clicks, engagement, verbal feedback and conversions. This is probably what drew me to digital marketing in the first place. Last week I came up with an idea for a little campaign that didn't really allow for any of this.
I've been using the dating app Tinder, mainly at the behest of my coupled up friends who like nothing more than to act as online matchmakers. It's a great app, simple, well designed and has given me the chance to chat with people I wouldn't have met otherwise.
Last week I got a message I didn't like. Someone saying they'd seen me that day. No more details just that. When I questioned it he didn't explain. Where, when. Nothing. Being me I messaged back saying that it was 'kind of creepy' to say that and he had (I think genuinely) no idea why.
He didn't understand how that would make me nervous walking home from the pub that night. Men sometimes don't always see how easy it is to be a threat to us feeling safe going about our daily lives. They don't have to cross the street to avoid people coming the other way in unlit areas, get shouted at from vans as they run or think twice about parking in that lonely car park. Sometimes little comments made can make us feel really uncomfortable and that's what this campaign looks to address.
There are many fantastic campaigns that highlight these smaller behaviours, the Everyday Sexism campaign being a favourite of mine. But do the kind of men that behave like this see that?
Men are most definitely on Tinder, all men, young, older, the ones that choose to pose in a half naked selfie and the nice blokes looking to meet someone. The aim of this campaign is to reach them - right at that point where they're looking to engage with women. To get that message of 'Do you want to make her uncomfortable' to them as they swipe through the profiles. To keep it in their mind as they write that first message or suggest a first date.
Campaign messages will be down to the people taking part. Whether it's what you'd want to say to your little sister's date, what you'd wish you said to that bloke in the pub or advice for women on the site.
And that's where we get to knowing whether this has worked or not. Tinder is a great app but not a recognised marketing tool. As far as I know (and please correct me if I'm wrong) this has never been done before. A little research shows estimates of 750 million swipes a day - pretty exciting proposition in terms of reach but there are no analytics.
We can do all the normal things, set up a Facebook page and measure likes, use a hashtag and look at discussion but the real meaning behind this is in reaching those men that won't support the campaign. Won't tweet us or Facebook but might not push that next match to give him her address. Might not send repeated messages when she doesn't reply. Might not make her feel uncomfortable or even unsafe.
Luckily with this being MMU's Humanities in Public festival I happened to be at a lecture where this concern over outcomes was resolved slightly. Working in communications there is an expectation that people will be listening. In marketing that there will be evidence of this.
Iris Marion Young puts forward the idea that this shouldn't matter, that it's more important to start a conversation. I hope this is what this campaign does.
Find out how to get involved on the Facebook page: https://www.facebook.com/strikethematch2014
or let us know what you think on Twitter: #strikethematch14
The introductory quote I scribbled down in a lecture, the sentiment is there but can't vouch for it being word for word.
There are many fantastic campaigns that highlight these smaller behaviours, the Everyday Sexism campaign being a favourite of mine. But do the kind of men that behave like this see that?
Men are most definitely on Tinder, all men, young, older, the ones that choose to pose in a half naked selfie and the nice blokes looking to meet someone. The aim of this campaign is to reach them - right at that point where they're looking to engage with women. To get that message of 'Do you want to make her uncomfortable' to them as they swipe through the profiles. To keep it in their mind as they write that first message or suggest a first date.
Campaign messages will be down to the people taking part. Whether it's what you'd want to say to your little sister's date, what you'd wish you said to that bloke in the pub or advice for women on the site.
And that's where we get to knowing whether this has worked or not. Tinder is a great app but not a recognised marketing tool. As far as I know (and please correct me if I'm wrong) this has never been done before. A little research shows estimates of 750 million swipes a day - pretty exciting proposition in terms of reach but there are no analytics.
We can do all the normal things, set up a Facebook page and measure likes, use a hashtag and look at discussion but the real meaning behind this is in reaching those men that won't support the campaign. Won't tweet us or Facebook but might not push that next match to give him her address. Might not send repeated messages when she doesn't reply. Might not make her feel uncomfortable or even unsafe.
Luckily with this being MMU's Humanities in Public festival I happened to be at a lecture where this concern over outcomes was resolved slightly. Working in communications there is an expectation that people will be listening. In marketing that there will be evidence of this.
Iris Marion Young puts forward the idea that this shouldn't matter, that it's more important to start a conversation. I hope this is what this campaign does.
Find out how to get involved on the Facebook page: https://www.facebook.com/strikethematch2014
or let us know what you think on Twitter: #strikethematch14
The introductory quote I scribbled down in a lecture, the sentiment is there but can't vouch for it being word for word.
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