How Tinder Became an Unlikely Platform for Dog Adoption
In an innovative twist, New York City’s animal rescue scene has taken over Tinder—not for human romance, but to find forever homes for shelter puppies. East Village-based nonprofit Social Tees partnered with creative agency BBH’s The Barn to create dating profiles for adoptable dogs, leveraging Tinder’s massive user base for a paws-itively brilliant cause.
Meet Vilma: A 9-week-old pup listed as ‘26 and ready to mingle’ on Tinder
The Strategy Behind the Campaign
The team created profiles mimicking human Tinder users—complete with playful bios and strategically adjusted ages to appear in relevant searches. For example:
- Vilma: Listed as 26 years old (actual age: 9 weeks)
- Bio: “Single and ready to mingle!” with clear adoption details
This creative approach taps into:
- Tinder’s 10 million+ active users
- The app’s swipe-based engagement model
- Viral potential through social sharing
Why This Matters for Animal Welfare
With approximately 7.6 million animals entering U.S. shelters annually, innovative adoption strategies are crucial. The campaign’s results speak volumes:
- 1,500+ matches in under 24 hours
- Multiple adoption inquiries
- One successful placement within the first day
Public Reaction: From Confusion to Celebration
While most Twitter users applauded the initiative:
“Finally, a Tinder match I can trust!” — @DogLoverNYC
Some users were initially confused by the canine profiles—a testament to how seamlessly the dogs blended into the platform.
The Bigger Picture
This campaign follows BBH’s award-winning Underheard in New York project, demonstrating how creative digital strategies can drive social impact. By repurposing a dating app for animal adoption, the team has:
- Expanded reach to younger demographics
- Created shareable content that raises awareness
- Developed a replicable model for other shelters
As dating apps continue evolving beyond human connections, this initiative proves technology can be harnessed for meaningful change—one swipe at a time.
