OkCupid India is leveraging its Instagram presence to participate in Pride Month conversations and highlight the importance of being an ally.
Founded in 2004, OkCupid is a dating app that uses a machine learning-based algorithm to help connect people based on their beliefs and interests. An important aspect of the process is to let people embrace their individualities and express freely. From a brand communications perspective, thus, it makes perfect sense for OkCupid to leverage Pride Month to put across communication along the lines of inclusivity.
The brand has clubbed these efforts under the theme: #AllyOfLove.
What makes you an ally?
In a recent post, the brand talked about the different beliefs and characteristics of a person who identifies as an ally of the LGBTQ+ community, something that all people should be. “If you know love knows no discrimination, you’re an ally,” the brand states.
Learn, unlearn, learn
A big part of the conversations around Pride is about awareness and education for people to become better allies. It may be about the use and understanding of pronouns or the way to denote persons as partners instead of labelling them under the binary. OkCupid attempted to highlight the importance of linguistics in relation to the LGBTQ+ community.
Also Read: A vibrant spectrum of Global Pride Campaigns
100% Inclusive Love
The brand used a pie chart to put across the idea that being an ally is about supporting each other irrespective of what you identify as. The core of the argument was that love is about equality and it doesn’t matter who you love and how as long as there is mutual respect and acceptance.
Understanding is the first step toward acceptance. OkCupid has been putting in efforts to highlight the importance of looking beyond the binary and taking inclusivity seriously. Multiple posts have been shared by them along these lines.
Loving the hues of rainbows on your feed these days? Well, you will Pride LIVE Fest too! Curated by Social Ketchup and Local Samosa, the day-long virtual event will be held on June 26. The festival aims to celebrate diverse voices from the LGBTQIA+ community as well as normalise conversations that are often hushed and swept under the carpet. To join in, do register!