Turning self-love into a public service with Badoo
During the pandemic, millions of single people found themselves isolated as restrictions made dating and intimacy impossible. Rather than pausing the conversation, Badoo embraced the cultural moment with humour.
Using consumer insight that 37% of single people were masturbating more during lockdown, we repositioned solo sex as an act of collective responsibility — thanking the nation for helping slow the spread of Covid-19 by staying home.
Working with illustrator Alice Skinner, we created a playful out-of-home and social campaign inspired by Britain's wartime propaganda, featuring tongue-in-cheek slogans including 'Flick for Victory' and 'Make Do and Masturbate.'
By combining cultural insight, creativity and earned media, the campaign sparked national conversation while reinforcing Badoo's role as a brand willing to tackle modern dating with honesty, humour and relevance.
Campaign
