The Drum Awards for Experience 2022

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Client: Tinder
Date: Mar 2022
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Tinder has launched a campaign in Australia to shine the spotlight on the LGBTQ+ community.

The campaign, called “Big Rainbow Project” and created by Akcelo and Thrive PR + Communications, see the platform erect a rainbow landmark at Sydney Overseas Passenger Terminal.

Aussie LGBTQ+ creators Mitch Coombs, Bambi Fairy, and Ian Zaro were also consulted for the campaign.

The public can vote on where the landmark should travel to next in Australia, as well as access a content series on the experiences of LGBTQ+ Aussies from central, west, and northern New South Wales regional towns.

The campaign will also go live as a virtual destination in-app in the Tinder Explore section in the coming weeks.

As part of the campaign, Tinder will also pledge $100,000 to support regional LGBTQ+ community organizations in Australia.

“At Tinder, we believe that everyone deserves a chance to make a meaningful connection with someone new. The Big Rainbow Project is a long-term commitment for us and a deepening of our support to the Australian LGBTQIA+ community beyond the urban centers through initiatives in-app and across the country,” said Kristen Hardeman, country director for Australia at Tinder.

“We hope to see the first ‘Big’ landmark dedicated to the community find a home in regional Australia where it can be a beacon for diversity, inclusion, and self-expression.”