Plenty of Fish’s ‘Gallery of Dick Pics’: a Creative Campaign Tackling Unsolicited Photos
Posted on June 6, 2023
THE DRUM – Plenty of Fish launched an out-of-home campaign in New York City's Lafayette subway station called the "Gallery of Dick Pics" to draw attention to the issue of unsolicited explicit photos in online dating. The campaign features tasteful portraits of users who reportedly got dates after the campaign's launch. The aim is to address the problem of sending explicit photos without consent in a light-hearted manner while calling it out. The campaign is part of Plenty of Fish's rebranding efforts to position itself as a challenger brand in the competitive dating app space. Subway ads are chosen because they yield powerful results, capturing commuters' attention and creating social media engagement. The campaign also involved a gift shop truck, influencer collaborations, word-on-the-street-style interviews, and a "No d*ck pics" badge on the app.
