Dating App Promises You Won't Be Exposed to Unsolicited Dick Pics
To those who have dicks: You might think you have the most photogenic penis that ever existed. And perhaps you do. Good for you.
But not everyone wants to see it. At least not right away. That's why Match Group's Archer, a dating app for gay and queer men, has launched "Solicited D*cks."
The campaign, masterminded by Archer and Tombras, makes it clear that consent is vital when sharing nude photos.
"We listened to thousands of gay and queer men, and one complaint they had about their experiences on other gay dating apps was that they were constantly sent unsolicited nudes," Michael Kaye, head of brand at Archer, tells Muse. "On our app, we blur nude photos and let you decide if you want to see them or not."
The campaign highlights the app's safety features via ads across digital and social channels as well as on billboards and wild postings in New York City. Posters will also be distributed to bars and events in Boston, Chicago, Miami and elsewhere.
While the issue of consent is one that Archer takes seriously, the "Solicited D*cks" ads are playful. "Working tirelessly to help weed out the dicks you don't want, from the ones you do," is one of the campaign's best lines.
"Our challenge was how to talk about features like safety and consent and still retain Archer's freshness and energy," Tombras executive creative director Avi Baliga says.
"I've always believed that edgy initiatives that aim to make a meaningful difference can often be the most impactful and memorable, and we're thrilled to be partnering with Archer to help make consent, which is such an important topic, sexier and more stimulating," adds Tombras chief purpose officer Lindsay Harris.
"Everyone should feel comfortable and safe on dating apps," Kaye says, "and that's been really important for Archer since day one."
