Amid the pandemic, dating apps are pushing for vaccine advocacy with some unique initiatives, says Christy Varghese
Against the backdrop of the novel Coronavirus pandemic, a large number of people were signing up with dating apps to get around the barrier of lockdowns to meet new people. Some of these apps are now coming up with updates to ensure that they are doing their bit in encouraging users to get vaccinated.
Tinder has been sharing a custom-built digital educational guide which is a rich and interactive resource that answers questions as simple as ‘What is a vaccine?’, the essential ‘Can I go out now?’ to the more serious ‘Can I get Covid after the vaccine?’ alongside interactive and snackable quizzes that one can swipe on to bust common myths.
Users can also display their vaccination status and advocate for their potential matches to get vaccinated by adding interactive new stickers from the vaccine centre to their profile.
Also in the works is an in-app ‘vaccine centre’ which shares resources from WHO and government portals so members can easily access government-approved vaccine information and book an appointment at their nearest vaccination site, through the app itself.
Apart from its newly launched in-app vaccine advocacy initiatives, Tinder has been working with local partners such as India Vaccine Project on the ground, to spread vaccine awareness and helping them recruit youth volunteers from amongst the Tinder community.
On a somewhat similar note, Woo has launched a new functional feature in the form of vaccination badges which you can proudly flaunt as a symbol of your contribution to the fight against the pandemic. A spokesperson for the app specified that users have to submit a screenshot of their vaccination certificate and only if the documentation passes verification are users able to display their badge.
Woo’s recent research analysis confirms that 70 per cent of users will consider meeting their dates only if they are vaccinated. Interestingly, vaccination has now become a parameter to showcase a personality trait and also behaves like an initial level filter for many people.
“Although providing vaccination status on our app is optional, data has shown that people are more likely to date someone who has received a COVID-19 vaccination. An important part of returning to normalcy is helping people feel safe as they connect in person,” said Ritesh Bhatnagar, CMO of the homegrown dating app.
Providing behind-the-scenes information, TrulyMadly introduced the novel feature of matching with vaccinated users, by asking members to share screenshots of their vaccine certificate, with the QR code being documented. The aim is to encourage users to get vaccinated with the implied promise of more matches and hence more dates.
Earlier in May, when the TrulyMadly team initiated the drive to match people based on their vaccination preferences, 41 per cent of users came forward saying that they are planning to get vaccinated and 28 per cent said they are already vaccinated. Another important statistic is that 82 per cent of users mentioned that they have battled with COVID-19.
OkCupid also recently launched the ‘I’m Vaccinated’ badge which lets individuals announce their status on their profile and also join the vaccinated stack which helps them match with like-minded love interests who have taken the jab. Activated by declaring one’s vaccination status on the app, the badge is displayed on the profile and is expected to result in a 35 per cent increase in match rate with others who are either vaccinated or getting vaccinated soon.
Additionally, some in-app research helps gain insight into the impact the vaccine has on the dating lives of millennials:
When asked ‘Will you take the Covid-19 vaccine?’
As of June 2021, 69 per cent of men and 71 per cent of women answered in the affirmative giving hope that we would put this pandemic behind us soon. Compared to only 15 per cent of men and 13 per cent of women who admitted to being averse to the idea.
When asked ‘Would you cancel a date with someone who didn’t want to take the Covid-19 vaccine?’ Of the women 45 per cent said that they would cancel their date in case their potential partner is opposed to the idea of taking a vaccine shot, clearly not leaving anything to chance.
After all, health scores over everything else. But not everyone agrees since it was interesting to find that 69 per cent of the men, a large majority, were very much willing to go on a date with someone who won’t take the vaccine as well.