Hinge: Supporting LGBTQIA+ Single Parents on Valentine’s Day

We found out that 73% of LGBTQ+ parents on Hinge find it difficult to date. So, we offered single parents the opportunity to get out of the house and meet someone new, without worrying about the cost of a babysitter. Eligible users (18+) were able enter for a chance to win a $100 child care stipend — up to $25,000 in gift cards to the first 250 participants who enter.

To spread the word, we teamed up with Soko to spread the word. This campaign took the form of organic social posting on Soko’s profile and digital advertising across platforms.

As Art Director, I guided and executed the design and development of Soko's organic post and spearheaded native content creation. We took inspiration from a family’s crowded refrigerator — cluttered with unforgettable memories in the form of photos, craft projects, and reminders for parent-teacher conferences. Soko shared with us some of her favorite captures, thick folios filled with polaroids take by her, her found family, and Indigo themself.

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Team

In-House Team @ Hinge

Executive Creative Director — Ola Sobiecki
Associate Creative Director — Emily Seitz
Art Director / Designer — Rach Newman
Director of Brand Communications — Jarryd Boyd