In a bid to merge romance with civic responsibility, Tinder, the renowned global platform for meeting new people, has launched an innovative awareness campaign titled 'Every Single Vote Counts'. This initiative, in collaboration with Yuvaa, a prominent youth media organisation in India, and Mark Your Presence, a non-partisan entity dedicated to educating and empowering young voters, aims to inspire first-time daters to transition into first-time voters.
India, poised for the world's largest democratic election this year, with over 20 million young first-time voters, serves as the backdrop for this campaign. It serves as a clarion call, urging young adults, particularly those casting their votes for the first time, to exercise their fundamental civic right - the right to vote.
The campaign comes as a response to a noticeable surge in interest in political engagement among Indian Tinder users, with mentions of "Voting" in bios increasing nearly threefold over the past year. To facilitate this burgeoning interest, Tinder is introducing in-app voting-themed stickers such as 'Voting Partner Needed', 'First-time Voter', and 'I Voted', allowing users to express their passion and connect with like-minded individuals.
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Commencing on April 18 and running until May 15, 2024, Tinder users in India will encounter "Swipe Cards" within the app, guiding them through the voting process and offering essential tips. Each Swipe Card directs users to the Mark Your Presence website for comprehensive information on voter registration and completing the process.
A recent survey conducted by Yuvaa underscores the significance of political engagement among young adults in India. Sixty percent of GenZ respondents expressed a strong preference for dating someone who votes, while nearly one in three indicated that they would find a potential match more attractive if they displayed a serious approach to
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