Our research found that Christian singles perceive a significantly increased level of shame for using dating apps compared to any other group of singles. For these daters, apps were a last resort. But, when surveyed about their thoughts on other Christians who use dating apps, their feelings were entirely neutral or positive.

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To combat this false feeling of failure, we positioned the app as a place where Christians don't have to be, but want to be. We dialed back the intensity and created an uplifting platform that actively supports users in finding meaningful connection. 

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Activations included partnerships with live events where singles could match on-the-spot and receive upgraded seats together and a social strategy that promoted UGC and focused on trusted community leaders over national influencers.

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My roles: strategist, co-copywriter, co-art director

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