Bumble ad highlights dating experiences of Black women
‘My Love is Black Love’ campaign was born from insight that more than half of Black people in the UK don’t see themselves represented in images of love in mainstream online spaces.
Dating app Bumble has released a new ad that amplifies the experiences of Black British women and calls out unhelpful preconceptions they face in dating.
The spot features Love Island stars Amber Gill and Whitney Adebayo Nella Rose, as well as social media personality Shantania Beckford and The Receipts Podcast’s Tolly T.
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“While we’ve seen some positive shifts in representation, Black women continue to face stereotypes and preconceptions when dating, everything from what kinds of dates they ’expect,’ to the food they want to eat, to the volumes of their voices,” says Naomi Walkland, vice-president of marketing at Bumble.
“Bumble has used, and will continue to use, our platform to better represent the breadth of Black love from broadening representation to challenging fetishization and preconceptions – and, importantly, creating space to celebrate the joy of love stories from the community.
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“Representation matters, always. Being seen, heard and valued is the cornerstone of any friendship or romance that lasts and is key to living a healthy, happy life. The more we listen to diverse voices, the more we understand how important it is to have these important conversations and show up authentically.“
The ad was created by Elfried Samba’s agency, Butterfly 3ffect.