ABOUT

The Chappy Pledge - a social awareness film that featured intimate interviews of men from the gay community to give their honest impressions of dating apps. This was Chappy’s answer to address the pre-existing negative culture surrounding gay dating apps, to take a stand for social change and set the benchmark for a positive step forward.

Chappy’s Pledge showcases their core values and aspirations to change the online gay dating experience in a positive way. The film communicates how The Pledge provides purpose and will inspire users to be an individual driving force for change.

The campaign highlights the regular use of prejudicial language and attitudes from users on dating platforms. Users own experiences within the community uncovered an abundance of discrimination that the broader audience can empathise with, gaining understanding of the need for change.

Through the intimate interviews we take the audience on a journey of discovery. Establishing obvious problems and admittance of fault from some “changed” users - the solution is central to the Chappy Pledge. Using the film, we highlight Chappy’s unique selling point as a socially conscious dating app - the first of its kind.