Building on Bumble’s “My Love is Black Love” platform, the popular women-first dating app wanted us to create a social-first campaign that celebrated, acknowledged, and amplified the experiences of Black British women across the UK. 

The My Love is Black Love platform was initially born from the insight that more than half of Black people in the UK (53%) do not see themselves represented in images of love in mainstream online spaces, especially amongst Black women. The lack of representation in meant that more than 1 in 3 Black British millennials (34%) feel stereotyped by others.* 

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Focusing on real women and their real-life dating experiences, we partnered with Bumble to create a modern dating-led take on the saying of “don’t judge a book by its cover” - entitled, “You Don’t Know Me… Yet”. 

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The campaign was centred on an impactful video, enlisting creators such as Love Island stars, Amber Gill and Whitney Adebayo, Nella Rose, and others like Shantania Beckford, and Tolly T (The Receipts Podcast) to bring this to life. 

The campaign video, directed by Meena, addressed unwelcome preconceptions that they have experienced in their own dating lives such as “they might expect that I’m bougie, materialistic, and uptight” or “that I’m super extroverted when I’m quite shy”. Still, others fielded surprise at “how well spoken they were”, that they were a classically trained violinist, spoke Spanish as a second language, or that they were into football. 

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In addition to the campaign video, our approach leveraged our network of culture-shaping media publishers and influencers to amplify the campaign even further - creating content bespoke to their channel to resonate with our target audience, and encourage conversation.