Late last year, dating site OkCupid, alongside creative agency Mekanism, visual artist Maurizio Cattelan and photographer Pierpaolo Ferrari, launched its ‘Every Single Person’ campaign, which unfortunately sparked a homophobic debate online regarding the overall message and tagline.
A viral video of a woman on a subway train angrily ripping down the posters, which aimed to depict the modern dating scene, has now been viewed 1.5m times.
Taking this negative narrative and putting positive counteractions in place was imperative for the matchmaking service, and they have now relaunched the campaign with an emphasis on legal rights to an elective abortion.
To coincide with the campaign, OkCupid is also taking to social media to state that as a company they believe that LGBQ+ relationships should be celebrated and that they will donate $1 to Glaad, the media monitoring organization championing LGBT acceptance, for every view the hateful video received. Additionally, they will donate $2 to the organization for every like its recent Instagram post gains.
Founded in 2004, OkCupid has long championed relationships in all forms and was one of the first dating sites to expand gender and orientation options, and recognize that users can identify as multiple at once and should be able to do so on their profiles.