Bumble Cyberflashing
Brief:
Position Bumble as the leading voice for women’s safety online.
Role:
Creative support.
Creative:
Research revealed that 48% of 18 to 24-year-olds had received an unsolicited sexual image, establishing a major issue in online dating.
Giving this insight a clear and provocative platform: #DigitalFlashingIsFlashing, turned the harassment into a national policy issue.
The campaign was backed by product innovation, with AI-powered image moderation technology automatically blurring nude imagery on Bumble, building safer experiences within its own platform.
An editorial partnership with Grazia brought the experiences of women into the mainstream, while a coalition with UN Women UK, Refuge, Women’s Aid and leading experts added authority.
Combining a national media strategy, the public were mobilised to sign Bumble’s open letters to pressure the UK government to criminalise ‘cyberflashing’.
The campaign led cyberflashing to be included in the 2022 Online Safety Bill and was made illegal in 2024, helping real victims seek justice.
Results:
340+ earned and social hits
UK government policy change
Won EMEA Platinum SABRE Award and PR Week Purpose Award
