The UK government has announced that it has been working with Bumble, Muzmatch, Tinder, Match, Hinge, Plenty of Fish, OurTime, and Badoo to add new features to their apps that encourage users to get vaccinated. With under 30s expected to begin receiving vaccination invites in the coming days, these apps could help provide an incentive for them to get vaccinated.
As part of the initiative, users that confirm they’ve been vaccinated will receive in-app bonuses such as free super likes and other boost features. Additionally, there will be new badges and stickers available that can be displayed on a user profile. The campaign, which is officially called ‘every vaccination gives us hope’ will also be running ads inside the apps to encourage users to get vaccinated.
The government says that these new features are optional, however, it cited research by YouGov that shows 31% of adults would prefer to date someone who was vaccinated and that 28% would not date someone who wasn’t vaccinated. The new badges, therefore, could help users that display them get more matches.
Commenting on the news, Vaccines Minister Nadhim Zahawi said:
“I am thrilled that we are partnering up with dating apps to boost vaccine uptake across the country. This is another incredible asset to our vaccination programme – the biggest and most successful in our history. The vaccine is our way out of this pandemic and we have made incredible progress so far with over three-quarters of adults receiving at least one dose. I encourage everyone who is eligible to roll up their sleeves and get the jab – it could save your life and protect your loved ones.”
The new features available in each of the apps will vary, while Tinder is adding profile stickers, giving out free super likes, and has a vaccine information hub, Muzmatch’s participation will be limited to showing content featuring medics answering users’ questions about the vaccine. Hopefully, the campaign will help to shift any lingering reluctance to get the jab on the part of youths who think they’ll be fine just because they’re young.