THE DRUM – Bumble, which has a presence in India, Australia, New Zealand and Southeast Asia, including Singapore and the Philippines, wants to normalize the idea of making romantic connections through an app, which still carries a stigma in several Asian cultures. Many of Bumble's campaigns focus on normalizing making connections online. In Singapore, 87% of people surveyed believed that men should take the lead, and only 7% said that this is what is expected of women. Bumble's 'It Starts With Hello' campaign for the Philippines and Singapore encourages women to overcome their hesitation by making it as simple as typing "hello". Australia's "Girls will be Girls" campaign takes a bolder approach to Bumble's women-first positioning. The campaign re-imagined what it would look like if women were afforded the same freedom as men.
by Danielle Long
See full article at The Drum