Tinder has a massive young adult user base with more than half accounted for by the 18 to 24 demographic. It’s putting that reach to good use by teaming up with the nonprofit Rock the Vote for the second time. The idea here is to educate young voters through a campaign called “Swipe the Vote.” It aims to mobilize younger voters in the upcoming U.S. midterm elections.
The company points out that ensuring the participation of this demographic is of paramount importance. That’s because only 46.1 percent of people aged 18 to 29 voted in the 2016 presidential election.
Tinder will thus be sharing facts about the election season in the app. The facts will include anecdotes from the past, volumes of voter registrations, and more. “Even though millennials make up 25% of the population, they make up less than 5% of state legislatures,” is an example of the facts that will be shown to users in the app.
The facts will show up in a special Swipe the Vote native display card up to three times a week for users in the United States. The card will also enable users to navigate to the Rock the Vote website from within the TInder app. They can enter their ZIP code there in addition to other details so that they can register to vote.