Bumble is challenging the unequal world of dating with a new spot created with agency partner 72andSunny Amsterdam.
‘The Romance Gap’ highlights the discrepancies in behaviors expected from men/masculine-presenting people and women/feminine-presenting people when dating or in relationships.
The 90-second film features a group of Bumble users who give an empowering speech about their experiences with online dating.
One woman comments: “If romance was equal, why does he still have to ask me out, go in for the kiss and buy the ring?” while another adds: “Why do I feel feisty when I am honest, intense when I want commitment and slutty when I don’t?”
The conversation ends with: “Let’s drop the script and just be one thing – ourselves. It’s about time, isn’t it?” followed by the action #MakeRomanceEqual
Launching March 10, the project will run in the UK, Ireland, France, The Netherlands, Sweden, Australia and New Zealand, and will be amplified through digital channels, as well as media partnerships and print ads.
“The Romance Gap is a new term, but many of us will know the feeling,” said Naomi Walkland, vice-president, Bumble, Europe.
“Those moments of questioning if sending that text makes you appear too keen, waiting for them to take the lead, or worrying if you are being judged for being too direct, too inexperienced, too old.”
Founded in 2014, Bumble has always advocated for women making the first move when it comes to chatting on its app.
“The ‘Gender Pay Gap’ is widely known, but there is much less awareness and action around the ‘Romance Gap,’” added Laura Visco, executive creative director of 72andSunny.
“Somehow equality goes out the window when it comes to romance. This campaign aims to challenge unequal dating norms and empower women to find ways of talking about the issue with those they’re dating.”