Tinder Launches 'The Menprovement Initiative' to Boost Girl Power

Tinder Blog

Ah, Tinder. Known as a popular, easy-to-use dating app, where users swipe right or left if someone takes their fancy. If matched, users can chat, get to know each other and maybe even arrange a date.

Of all of the popular dating apps, Tinder has the reputation of being a place where crude, rude and inappropriate messages (containing way too many aubergine emojis) are magically acceptable to send to the opposite sex - mostly being sent by overly-confident male users. Whatever happened to the good old-fashioned, polite compliment eh?

With many women being bombarded with those suggestive little cartoon aubergines, the female members of the Tinder team decided to provide a feature which allows users to make more of a statement with their responses to any message they recieve (appropriate or not).

Tinder

Tinder are rolling out eight Reactions, five of which are exclusively available to female users. These five are the more sassy reactions which would tell your match you're unimpressed or offended by their advances; from an eyeroll to a full-blown Martini to the face (or screen). The reactions available to all are happier ones; crying-with-laughter, applause and heart sling-shot animation.

Tinder

The dating-platform enlisted the help of comedian, author, actress and 'internationally renowned douchebag expert' Whiteney Cummings to promote the new feature.

"Sometimes men need a little guidance when it comes to communicating on dating apps. And by a little, I mean a lot. Knowing I'm an expert on douchebags, Tinder reached out to me for help. I teamed up with the awesome, smart, bold women of Tinder to develop a new product that helps you tell guys how you really feel.” she comments.

Check out 'The Menprovement Initiative' promotional video below...

To send a reaction, simply open a chat and tap the smiley icon and choose your reaction. It then appears over the chat window and animates accordingly.

While the new reply option is something fun for users to try, it raises questions as to whether it will actually stop 'douchebag' behaviour on the app. Anyone can call out inappropriate behaviour on the app without the need for these reactions, using emojis, GIFS or (the lesser-used form of social-media communication these days) words.

Of course, with the negative reactions only available to women and the focus on only men being the douchebags, this new feature is sure to cause some uproar about equality. However it's clear that Tinder have chosen this marketing focus and ran with it- they literally put 'men' in the title of the campaign.

With the controversial man-targetting that's going on here, while some may kick up a fuss, it's certainly got them talking.