Work of the Week: 11/03/22

In the week of International Women's Day, a campaign from Bumble that aims to close the 'Romance Gap' stands out, writes LBB's Addison Capper

Bumble, the women-first dating app, discovered that, although 85% of people from several key European countries say that equality is important in dating and relationships, the overwhelming majority (74%) believe that when it comes to romantic relationships, there are different expectations and expected behaviours based on gender identity.

This creates what Bumble calls a ‘Romance Gap’ in the way we see behaviours between men and women when it comes to dating and romantic relationships. In a new campaign from 72andSunny Amsterdam, Bumble is raising awareness to this discrepancy in behaviour expected from men/masculine presenting and women/feminine presenting people when dating and in relationships.

The campaign centres on a 90-second film showcasing a rousing speech delivered by women from across the world with collective observations on the inequalities in dating and relationships. One woman states: “If romance was equal, why does he still have to ask me out, go in for the kiss and buy the ring?” Another asks: “Why do I feel feisty when I am honest and tense when I want commitment and slutty when I don’t?” The speech ends with: “Let’s drop the script and just be one thing - ourselves. It’s about time isn’t it?”, followed by the directive, '#MakeRomanceEqual'.

Further research from Bumble shows that of those surveyed by YouGov across key European countries, 52% state that society expects men to take the lead in relationships. A third of women, 32%, aired concerns about appearing to be clingy, attached or desperate while dating or in relationships; the same proportion admit they changed their behaviour to make someone feel more powerful or comfortable.

The campaign is part of this week's Work of the Week, where it stands alongside a number of International Women's Day initiatives. 

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