OkCupid Launches New VILF Campaign

OkCupid is launching a new campaign dubbed “VILF” to engage users with the upcoming elections and to add a fun and risqué twist.

The dating app will provide a VILF badge users can display on their profiles to attract people who want to talk about politics, and to show their engagement with GOTV, or get out the vote. This year is a politically charged one in the U.S. with the Presidential election around the corner, and activists want to make sure people are registered to vote and that they cast their ballots.

OkCupid is also selling merchandise, including t-shirts, canvas tote bags, buttons and posters of its VILF campaign, according to Fox News.

VILF is a play on the term MILF, which has become popular in dating lexicon to let single moms know that people find them sexy. VILF is specifically for politics because it refers to “voters” instead of “moms”, and stands for "Voters I Like to F@#k". This tracks with OkCupid’s progressive user base and their history of pushing conversations forward.

“Practicing your right to vote is the biggest turn-on to OkCupid singles today, which is why we launched our Voter 2020 badge this month,” Melissa Hobley, OkCupid’s chief marketing officer, told Fox News. “Now, we’re using VILF to bring it to life and encourage singles across the nation to register and vote this November, because there’s nothing sexier than exercising your rights to vote.”

The dating app has a reputation for risqué ads, including its most recent DTF campaign, featured on billboards, buses and digital ads. The DTF campaign was a play on the derogatory term, using other ideas like “down to fall head over heels,” or “down to foot the bill” with images of inclusivity and fun on display. 

Most recently, the app launched a more mainstream “Voter 2020” badge that people can add to their profiles to show that they are registered and plan to vote. So far, the company says 125,000 users have added it.

OkCupid has said that its users have become more outspoken on political issues like climate change, the Black Lives Matter movement, and voting rights. In fact, in a recent study they found that 76% of their users said how their matches lean politically is important to them. In addition, the study found that registered voters on OkCupid are 85% more likely to get a message than non-registered voters, which is how the idea for the badge came about.

OkCupid is not the only dating app promoting voting to its users. Tinder launched a “Swipe the Vote” campaign, serving up ads with links to where you can register to vote. And Bumble has been promoting voting too with an “I am a voter” profile badge.