Tinder introduces Every Single Vote Counts initiative to support new voters in India
Tinder, the popular global platform for connecting with new people, has introduced a unique campaign called ‘Every Single Vote Counts’ to combine romance with civic duty. In partnership with Yuvaa and Mark Your Presence, the initiative encourages young adults to go from first-time daters to first-time voters.
The backdrop for this campaign is India, which is gearing up for the world’s biggest democratic elections this year, with more than 20 million young first-time voters. It serves as a clarion call urging young adults, especially first-time voters, to exercise their basic civil right – the right to vote.
In-app stickers and swipe cards
The campaign is in response to a marked increase in political engagement among Tinder users in India, with mentions of “vote” in bios nearly tripling over the past year. To facilitate this growing interest, Tinder is introducing in-app voting-themed stickers like “Voting Partner Needed,” “First-time Voter,” and “I Voted” that allow users to express their passion and connect with like-minded individuals. .
Starting on April 18 and continuing until May 15, 2024, Tinder users in India will be faced with ‘Swipe Cards’ on the app, which will guide them through the voting process and provide important tips. Each swipe card directs users to the Mark Your Presence website for comprehensive information on voter registration and how to complete the process.
Yuvaa‘s recent research highlights the importance of political engagement among young adults in India. Sixty percent of GenZ respondents said they would strongly prefer dating someone who voted, while nearly one in three said they would find a potential partner more attractive if they were serious about the election. Additionally, the survey revealed that 79 percent of GenZ respondents are more likely to vote if accompanied by a friend or date, highlighting the importance of companionship in increasing voter turnout.
Cooperation to empower citizens
Chaitanya Prabhu, Founder of Mark Your Presence says: I am excited about our partnership with Tinder and Yuvaa. Together, we have a common dream of amplifying the voices of young people and celebrating their right to vote. By offering voter registration opportunities alongside opportunities for personal expression, we’re not only encouraging individual participation, we’re fueling a collective movement as millions of first-time voters prepare to go to the polls.
Aahana Dhar, Head of Communications at Tinder in India, said: “Over half of Tinder’s users are between the ages of 18 and 25, and this partnership is a great opportunity to encourage younger and newer voters to vote. We know young daters are passionate about key events that affect their lives, and Tinder gives them a way to express their intentions right on their profile with voting stickers, in addition to raising awareness of first-time voter registration.
Maanvi, editor-in-chief of Yuvaa magazine, echoed the sentiments: “We have observed a genuine concern among young adults in India about civic responsibilities, which significantly shapes their relationships with each other. That’s why we’re delighted to partner with Tinder and Mark Your Presence to encourage young people to actively participate as informed citizens.
The campaign doesn’t stop at raising awareness; it provides practical tools for engagement. Tinder users can easily decorate their profiles with voting stickers, promoting a culture of civic engagement and action among India’s digitally savvy youth.
With this groundbreaking initiative, Tinder and its partners aim to redefine the intersection of romance and responsibility and catalyze first-time voters from the first-date generation.
Adding stickers to your profile on Tinder
Tinder users can easily add stickers to their profiles by tapping on in-app push notifications. These stickers, which epitomize civic pride, can be changed or viewed again by tapping on another user’s sticker on their profile.
