Chappy: The Chappy Pledge
Chappy, the global gay dating app, has unveiled a global campaign highlighting the regular use of prejudicial language and attitudes from users on dating platforms. The insight, backed by research commissioned by Chappy, reveals more than half of the 500 people surveyed had witnessed racism, body shaming or general abuse on dating apps.
The film will appear 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.
“Dating can be intimidating," said Jack Rogers, co-founder of Chappy. "It is our responsibility to create an environment that is safe and fun, not rude and abusive.
"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."
Client: Jack Rogers, co-founder, Chappy
Creative Agency: In-house: Chappy
Copywriter: Georgie Coupe
Art director: Laurence Knowlson
Media agency: In-house: Chappy Marketing
Media planner: In-house: Chappy Marketing
Production company: Pink Banana Studios
Co-Directors: Gideon Beresford & Louis Cochran
Editor: Louis Cochran
Producer: Chris Vlassis
Executive Producer: James Dartnall
DOP: Anthony Lucas
Sound: Jono Carey
Post-production: Pink Banana Studios