LINKEDIN - In May 2024, Bumble faced backlash for an ad campaign that mocked celibacy, featuring slogans like "You know full well a vow of celibacy is not the answer." Critics accused the ads of undermining women's personal choices and promoting patriarchal views. In response, Bumble apologized, removed the ads, and pledged donations to relevant organizations. Seizing the moment, the dating app Feeld collaborated with the agency Mojo Supermarket to introduce a "Celibacy" tag that allowed users to identify as celibate. This real-time response resonated with users, earning Feeld the Webby Award for Best Real-Time Response Campaign.
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