Bumble: My Love is Black Love

Last week, women-first dating app Bumble, launched its latest campaign amplifying the experiences of Black British women and calling out unhelpful preconceptions they may face in dating while teasing a way forward. The campaign produced by Out Since Tuesday builds on Bumble’s 'My Love is Black Love' platform which was 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. The lack of representation is felt even more strongly amongst Black women (67%). The lack of Black love representation in mainstream online spaces meant that more than 1 in 3 Black British millennials (34%) feel stereotyped by others. To spotlight these often challenging experiences, Bumble enlisted the help of 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 help bring the old adage “don’t judge a book by its cover” into the 21st century with this new flavourful campaign. The content from real women spoke firsthand about 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.