MANILA, PHILIPPINES — Bumble, the women-first dating app, recently launched a new brand campaign for the Philippines, “It Starts with Hello”, which seeks to empower women to make the first move in their relationships and start conversations on Bumble with something as simple as hello.
According to recent research from Bumble, it is clear that traditional gender norms are still prevalent in everyday dating and relationship building in the Philippines. A study from March 2022 identified a Romance Gap between men and women in the Philippines — 90% say that when it comes to romantic relationships, there are different expectations and expected behaviors based on your gender identity. 72% of Filipinos say traditional gender roles lead us to behave in a way that is less true to who they are and 62% claim it makes dating and relationships more stressful and/or difficult.
“At Bumble, we believe that equitable relationships are key to a happy and healthy life. With this new campaign, we want to encourage the Bumble community in the Philippines to break down the internal barriers that prevent them from making the first move,” said Lucille McCart, APAC Director of Communications, Bumble. “Through ‘It Starts with Hello,’ we hope to show that making the first move can be rewarding rather than intimidating, and owning that first hello can be the first step to building meaningful connections on Bumble.”
Bumble’s second Philippines integrated campaign “It Starts with Hello” encourages Millennials and Gen Z Filipinos to overcome their hesitation of making the first move by making it as simple as typing hello. The campaign spans various touch points including two short-form digital reels which capture what breaking barriers and making the first move can look like for Filipinas, be it inviting a date to the Mercato or to a Karaoke session. Bumble kicked off the campaign last week with the two clips, which will be followed by a series of out-of-home branding in various local hot spots in Manila, such as Blue Bay Walk, Buendia Ortigas, Robinson’s Galleria, and Kalayaan Avenue.