Many women around the world don't have the power to choose how they live their lives. Amnesty International Australia asked us to communicate this in a relevant and modern way, to gain the support of Australian women.

We set up profiles across major Australian cities on Tinder, a social discovery mobile app where millions of women practice their power to choose everyday. Profiles featured the headline "Not all women have the choices you do" and other hard hitting messages. As women browsed through potential suitors on Tinder, they were presented with our campaign profile which in turn directed to a fully responsive campaign microsite to sign up and show support. The campaign was a world first.

The campaign launched on International Women’s Day 8 March 2014.

We set up profiles across major Australian cities on Tinder, a social discovery mobile app where millions of women practice their power to choose everyday.

Profiles featured the headline "Not all women have the choices you do" and other hard hitting messages.

As women browsed through potential suitors on Tinder, they were presented with our campaign profile which in turn directed to a fully responsive campaign microsite to sign up and show support. The campaign was a world first – no other brand had tapped into Tinder's growing userbase of over 600 million people.

The campaign launched on International Women’s Day 8 March 2014.

On the day of launch, hundreds of women also took it upon themselves to replace their tinder profile image in support of the campaign.

Nearly ten thousand choices were made on the campaign website, driving sign ups and interest from a new audience for Amnesty.

The campaign also received coverage from press, blogs, social and charity websites.