Bumble is often referred to as the "feminist dating app" because it puts women in control of the conversation. In heterosexual matches, only women can initiate contact with men. However, based on a recent survey, only a few women feel safe using the app due to sexual harassment specifically fetishization. In this campaign, I aim to strengthen the brand's identity as the safest dating site/app by promoting the Anti-Asian Fetish or 'Anti-Yellow Fever'.
WHAT IS YELLOW FEVER?
Yellow Fever or Asian Fetish is a strong sexual
preference for people of Asian descent or heritage. The term generally refers to women specifically of East or Southeast Asian descent. Studies of physical attractiveness have demonstrated that Asian women are ranked as the most physically attractive women in Western countries and they are the most desired women in online dating.
WHY IS THIS A PROBLEM?
Fetishizing individuals based on their race reduces
them to stereotypes and objects of desire, rather
than seeing them as complex human beings with
individual personalities, talents, and experiences. It perpetuates harmful stereotypes about Asian
people, such as the submissive or docile Asian
woman or the hypersexual Asian man. These will lead
to unhealthy and unequal relationships, where one
partner is valued primarily for their race rather than
for who they are as a person. This dynamic can result
in exploitation, manipulation, and emotional harm.
WHAT CAN BUMBLE DO?
Since Bumble is branded as a "feminist dating app", the brand has the power to put a stop to these fetish individuals by encouraging women belonging to different racial backgrounds to stand up with Asian women by reporting users. I aim to position the dating app again as a safe and inclusive platform where people of all backgrounds can connect authentically without fear of fetishization or discrimination.
Bumble is often referred to as the "feminist dating app" because it puts women in control of the conversation. In heterosexual matches, only women can initiate contact with men. However, based on a recent survey, only a few women feel safe using the app due to sexual harassment specifically fetishization. In this campaign, I aim to strengthen the brand's identity as the safest dating site/app by promoting the Anti-Asian Fetish or 'Anti-Yellow Fever'.
WHAT IS YELLOW FEVER?
Yellow Fever or Asian Fetish is a strong sexual preference for people of Asian descent or heritage. The term generally refers to women specifically of East or Southeast Asian descent. Studies of physical attractiveness have demonstrated that Asian women are ranked as the most physically attractive women in Western countries and they are the most desired women in online dating.
WHY IS THIS A PROBLEM?
Fetishizing individuals based on their race reduces them to stereotypes and objects of desire, rather than seeing them as complex human beings with individual personalities, talents, and experiences. It perpetuates harmful stereotypes about Asian people, such as the submissive or docile Asian woman or the hypersexual Asian man. These will lead to unhealthy and unequal relationships, where one partner is valued primarily for their race rather than for who they are as a person. This dynamic can result in exploitation, manipulation, and emotional harm.
WHAT CAN BUMBLE DO?
Since Bumble is branded as a "feminist dating app", the brand has the power to put a stop to these fetish individuals by encouraging women belonging to different racial backgrounds to stand up with Asian women by reporting users. I aim to position the dating app again as a safe and inclusive platform where people of all backgrounds can connect authentically without fear of fetishization or discrimination.