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Clever campaign uses Tinder to tell men about Irish sex trafficking

Have you swiped on this profile?

IF YOU’RE USING Tinder in Ireland, you might come across a profile like this.

Meet Natalia, 21.


But when you look through her pictures, something else happens.


And there’s a stark message to conclude.


Natalia is one of the fake Tinder profiles set up on behalf of the Immigrant Council of Ireland, as part of its new campaign to raise awareness of sex trafficking in Ireland – with a specific aim to inform men about some of the issues involved.

There are a “large number” of the profiles currently live on the dating app, according to advertising agency eightytwenty, which conceived the campaign.

Some show victims of violence.



“This is the first use of Tinder in Ireland for a campaign of this nature and one of the first globally,” said Cathal Gillen of eightytwenty. He added:

Tinder has become an extremely popular app in Ireland, and it provides us with a unique, innovative and stand out way of communicating to men the issues faced by women involved in sex trafficking.

Other profiles show women apparently enjoying themselves, before revealing that they are being coerced:



“Many people are not aware that [sex trafficking] is a reality in communities right across Ireland,” said Denise Charlton of the Immigrant Council, adding that the group was committed to using “every possible opportunity” to create awareness.

She said the campaign hoped to target men who buy sex, among others.

It is important that men of all ages who buy sex are made aware of the consequences of their actions. We are delighted to partner with the team at eightytwenty to bring this important message to an audience which is difficult to reach through traditional media.

Update: The campaign profiles have had more than 5,000 matches already, eightytwenty tells

More: This Instagram account is collecting the absolute worst men on Tinder>

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About the author:

Michael Freeman

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