Problem: 10 years ago messaging first was revolutionary, but definitions of intimacy are changing and Bumble needs to keep up.
Insight: Discussing boundaries with a new partner is scary due to fear of embarrassment or shaming.
Solution: Bumble will normalise conversations around sexual boundaries for the next generation of daters.
Following the print will be ads placed on train barriers, using real life boundaires to spread the conversation.
To continue the conversation, we will send ‘boundary dice’ to influencer couples across the sexual spectrum. They will then use these too role and healthily discuss their boundaries.
Bumble will also release the dice as filter for the public.
To bring the conversation back to the app we will add a new prompt, ‘My sexiest boundary is’.
