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#IStandWithPP profile badge and sex education Instagram campaign tapped for Best Social Media Activation Initiative

NEW YORK — Planned Parenthood Federation of America and OkCupid have been selected as finalists in the Best Social Media Activation Initiative category of the 2018 Halo Awards. They are being recognized for their collaborative work in providing accurate sexual and reproductive health information, and using high-tech algorithms within mobile and social platforms to connect people based on their shared beliefs about sexual and reproductive health and education.

Last September, Planned Parenthood Federation of America announced a unique partnership with OkCupid, creating an in-app Planned Parenthood badge that enabled users to find — and connect with — other members who support the organization and access to reproductive health and rights. The in-app badge rolled out at the start of a week-long promotion of sexual health information and tips via OkCupid’s and Planned Parenthood’s social media channels.

We’re incredibly grateful for this recognition of our partnership with OkCupid, and for the tremendous support we saw from OkCupid users,” said Dawn Laguens, executive vice president at Planned Parenthood Federation of America. “This unique collaboration showed that app users are hungry for opportunities to authentically express their beliefs on social causes. Supporting equal rights, access to sexual and reproductive health care, and sex education is undeniably sexy to hundreds of thousands of prospective daters, and we’re thrilled that OkCupid was enthusiastic about giving their users a way to connect over these shared beliefs. Planned Parenthood is continually looking for innovative approaches to get people the information and care they need to lead healthy lives and achieve their goals – whether that’s on their phones or in a health center – and now we can add ‘finding a special someone to that list.

The #IStandWithPP badge allows people to publicly show their support for Planned Parenthood directly on their OkCupid profiles. The badge is prominently displayed on the profile of every OkCupid member who publicly responded “no” to the question, “Should the government defund Planned Parenthood?”

  • Over 80 percent of OkCupid users who responded to the question did NOT think Planned Parenthood should be defunded, including 90 percent of millennial women.

  • As a result of the campaign, responses by users to the Planned Parenthood question, which had existed before its launch, increased by 820 percent.

We're so proud of the OkCupid collaboration with Planned Parenthood and thrilled to be recognized," said Melissa Hobley, chief marketing officer at OkCupid. "It's important to OkCupid to reflect back the issues that our communities care about, and it’s clear that Planned Parenthood matters to millions of people around the country.  In fact, the #IStandWithPP badge on OkCupid was so successful in helping to bring people together that we brought it back in 2018 so more people can connect over the things that really matter.

Over 400,000 OkCupid users who support Planned Parenthood chose to display the badge on their profiles. The app promoted users with the badge to one another, so they could connect with others who shared their values on this important issue.

  • Matches for users who had the badge increased by four times during the partnership, with an enormous spike among men.

  • Men, a growing constituent of Planned Parenthood patients and supporters,  comprised more than half of all users with the badge.

The #IStandWIthPP badge was rebooted in January 2018. Since then, OkCupid has found that:

  • Men on OkCupid who support Planned Parenthood are nine times more likely to get liked.

  • Men on OkCupid who support Planned Parenthood are more than seven times more likely to match.

The Halo Awards are North America’s highest honor for corporate social responsibility and cause marketing focused on initiatives in which brand purpose and social impact intersect to help build a better world and improve the bottom line. Finalists are listed here, and winners will be announced at the Engage for Good conference in Chicago on May 23-24, 2018.

About OkCupid

OkCupid knows that you deserve what dating does: better. That’s why OkCupid shows who you are beyond just a photo, allowing you to share your stories and find people as individual as you are. One of the most recognized dating websites and apps in the world, OkCupid uses a high-tech algorithm to connect people based on the deeper things, like beliefs and interests. Over 57,000,000 daters have used OkCupid since it was founded by in 2004, and today logins span 113 countries around the world. Acquired by Match Group (MTCH, NASDAQ) in 2011, the company is headquartered in New York City. For more information, visit www.okcupid.com or follow @okcupid on Facebook, Twitter and Instagram.

About Planned Parenthood

Planned Parenthood is the nation’s leading provider and advocate of high-quality, affordable health care for women, men, and young people, as well as the nation’s largest provider of sex education. With more than 600 health centers across the country, Planned Parenthood affiliates serve all patients with care and compassion, with respect and without judgment. Through health centers, programs in schools and communities, and online resources, Planned Parenthood is a trusted source of reliable health information that allows people to make informed health decisions. We do all this because we care passionately about helping people lead healthier lives.

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Planned Parenthood is the nation’s leading provider and advocate of high-quality, affordable health care for women, men, and young people, as well as the nation’s largest provider of sex education. With more than 600 health centers across the country, Planned Parenthood affiliates serve all patients with care and compassion, with respect and without judgment. Through health centers, programs in schools and communities, and online resources, Planned Parenthood is a trusted source of reliable health information that allows people to make informed health decisions. We do all this because we care passionately about helping people lead healthier lives.