Tackling bias and microaggressions on French dating apps



The Challenge

How do you challenge institutionalised bias and negative feelings around inter-racial relationships?

In France, interracial relationships carry a negative stigma that disproportionately affects ethnic minorities on dating apps. We needed to challenge this stigma.

The Solution

Encouraging daters to enjoy an honest relationship without prejudice…

We wanted to lead the conversation on removing bias and microaggressions on dating apps in France, and encourage daters to enjoy an honest relationship with themselves and others without prejudice. We created a national 360° campaign that celebrated inclusivity, honesty and openness and called out negative behaviours – YES to real encounters, YES to beautiful encounters, including a television campaign and activity across social channels.

The Results

The result of our work exceeded the client's targets

TV spots on mainstream French channels, developed with a production studio

influencer campaign, delivering content across key topics including anti-semitism, toxic masculinity and racial microaggressions