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Writing Issues
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5 Passive voice misuse

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1 Misplaced words or phrases
1 Determiner use (a/an/the/this, etc.)
3 Misspelled words
1 Improper formatting

3 Delivery
3 Inappropriate colloquialisms

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Introduction
With evolving trends and enhanced focus on sustainable living, individuals and
organisations are adopting positive changes to create a better environment for
all. By following those trends, organisations worldwide are becoming innovative
with their social contributions and marketing initiatives, as illustrated in the
Amnesty International (AI) campaign for women’s rights in 2014. According to
Circul8 (2022, p.1), the AI launched its campaign in Australia by taking over
Tinder as the communication source to highlight the issue of forced marriages
with the headline, “Not all women have the same choices, you do.” This
campaign captured the attention of Tinder users and other social platforms
such as Facebook and Twitter, as it portrayed the challenges women face in
developing regions, where they are oppressed and have limited rights to make
decisions about their lives.
Bright yellow posters, quizzes, and sharing facts make the campaign more
prominent among Tinder users to take action accordingly. Henceforth, the
campaign’s success depends on engagement tactics and artifacts, such as
clicking money in the quiz; it opens a new page highlighting the ratio of girls
sold in Pakistan. Consequently, this campaign contributes to the wellness of
society by highlighting the social issues and making the audience aware of the
inequalities women face. By considering the success of the Amnesty
International Campaign on Tinder, the research critically investigates the
communication engagement strategies based on three-tier of engagement, the
communication artifacts involved, and the re ective thoughts to understand
the engagement philosophy.

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Section 1: Communication Engagement Themes

Giving power to the public, Amnesty International joined hands with Tinder to
capture the attention of the youth from Australia to promote women’s rights;
the organisation did this regardless of whether people swiped left or right. In
this campaign, AI replaced pro le photographs with downloadable images
accompanied by messages to highlight the fact that many women in different
parts of the world do not have the freedom to make decisions about their lives.
Using the creative appeal in yellow headlines, the brand highlighted the
emerging issue in society by engaging with the related actors to take
responsive actions to settle this issue (Richey 2016, p.405). The organisation
emphasises a social-relational and interaction-exchange theme by considering
the campaign approach. By illustrating the social-relational theme, the brand
interacts with the audience to highlight the social issue, and the related actors
participate in the campaign to achieve speci c outcomes. In the case of
Tinder’s takeover by Amnesty International, the brand involved the community
in creating better social outcomes based on the participatory process and
social engagement philosophy.
Additionally, virtual engagement with Tinder and other social platforms
connects the information, society, and resources to create a positive change for
women in developing regions (Johnston and Taylor 2018, p.441). Ihlen (2018,
p.137) indicated that brands engaged with the community for corporate social
responsibility to de ne new approaches for eliminating social con icts. With
this, Amnesty International involved youth on Tinder in taking their stance for a
better society and promoting equality for women. The other engagement theme
re ected in this campaign is the co-creational theme, where the organisation
interacts with the stakeholders based on an issue-centric perspective (Saffer
2018, p.289). Therefore, the creative agency acquires a mixture of engagement

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themes to engage the public with the social cause and encourage them to take
immediate action.
The Aim, Target Audience, and Actors of Community Engagement
By considering the Tinder campaign, Amnesty International targets the youth
from Australia to engage in initiatives taken by the organisation to tackle the
issues with women in developing countries. This campaign aims to provide
value to oppressed women worldwide who are not allowed to make decisions.
With this, the involved stakeholders are the non-pro t organisation, Australian
youth, women, and the overall community to engage on a single platform to
make this world better for women.
Problem Addressed in Campaign and Outcomes
Representing the headlines and facts from Afghanistan, Pakistan, Saudi
Arabia, Mexico, and other regions, the brand employed a “digital interactive
engagement tool” to attract the attention of a youth-based audience to
Amnesty International’s work on women’s rights. As per Circul8 (2022, p.1),
International Women’s Day served as the campaign’s focal point, and the Tinder
photographs that Amnesty released were responsible for bringing visitors to
the website for the make a choice campaign. The website gathered data,
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including email addresses, and interested site visitors were approached to see
if they would be willing to help Amnesty International’s work in human rights.
Relationship between Actors and Campaign
Tinder has joined Amnesty International to raise awareness about the
importance of gender equality. Also, Australian app users are encouraged to
show their support for the cause by changing their pro le pictures to those
from an Amnesty campaign. These messages contain a link that directs users
to the website makethechoice.com.au. Users are also encouraged to support
the campaign by including the phrase “Amnesty International stands up for

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women’s rights; will you?” in their pro le’s “About Me” section. By illustrating
the relationship between actors and the campaign, the Tinder director
expressed his hope that the alliance would bring more attention to the issue of
violence against women in places like Papua New Guinea, where 90% of women
in the Highlands have experienced sexual assault or harassment. He also cited
a poll conducted by Global Rights that found that an estimated 87 per cent of
Afghan women have been subjected to physical, sexual, or psychological
assault and forced marriage at some point in their lives (Easter 2014, p.1). With
constant awareness, the campaign increased the number of people who
supported the campaign, and then Amnesty International worked with the
actors to handle this social issue.
Quality of Engagement –Three Tiers of Measurement
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Considering the engagement quality, the campaign is elaborated based on the
three-tier measurement. Johnston and Taylor (2018, p.9) indicated that to
create an impact with the engaging campaign, marketers need to move from
the lowest tier to the third one to create an impact with the launched message.
Tier 1. With the focus on the Tinder takeover campaign, Amnesty International
directly interacted with the Australian youth on social platforms, speci cally on
Tinder, and generated traf c from Twitter and Facebook. In the initial stage, the
brand attracted users with the yellow tagline and quizzes clicked to engage
with this campaign. In that case, the campaign successfully built awareness
and created an impression on the focused stakeholders.
Tier 2. In the second phase, AI showed the creative side of a campaign by
encouraging actors to take sides between love and money, changing their
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displays, clicking the links provided, and reposting those links in the about me
section to support the cause for women’s rights. With this, the campaign

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engaged with individuals to develop its credibility and enhance actors’

satisfaction with participating in the social act.
Tier 3. In the last phase, the campaign performed successfully by taking the
email addresses of those who participated actively and then connecting with
them for the signi cant steps to eliminate the pop-up issue in developing
nations. By measuring this engagement phase, the campaign empowered youth
from Australia to stay active in community-based programs with coordinated
actions. Conclusively, measuring the engagement quality of the Tinder takeover
campaign, AI coordinated with the youth through visual, relational, social, and
interaction-exchange themes, to which youth responded by changing their
displays and supporting the cause to promote gender equality.
Section 2: Communication Artefacts and Outcomes
With the focus industry campaign, Amnesty International took over the Tinder
market in Australia to promote oppressed women’s rights, but to create appeal,
the creative agency uses content pieces, touchpoints, and artifacts. Yousuf
(2018, p.261) elaborated that digital media is the modern engagement tool to
showcase formal features of products, share content, and present social cause
with informal posting and comments. Likewise, AI used Tinder as the platform
to raise awareness with communication artifacts and touchpoints.
Touchpoints, content pieces, and Artifacts
For this campaign, AI collaborated with the creative agency and Tinder to
encourage the platform user to change their pro le picture to support the
cause. The non-pro t organisation created appealing taglines such as “Not all
women have choices you do” and made it pop up on Tinder’s home page for
maximum impressions. The following tagline is an example of the digital poster
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as the artifact to engage the audience with the campaign.

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Figure 1: AI collaborated with Tinder on International Women’s Day (Circul8

2022, p.1)
With a critical focus on the touchpoints, users at Tinder actively participate in
changing pro les and making their decisions, which became the primary
emphasis of this campaign engagement, as the tagline “Some women cannot
make their decisions.” The campaign encouraged users to visit Tinder, use
Amnesty photos as their pro le photographs, and share the Make a change
website in their “about me” sections on their Tinder pro les and Facebook
page. As a result, more users saw the Amnesty International pro le on Tinder
that day.
Adopting the yellow theme for the campaign made it more highlighted on the
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social app, and when users entered the app, they were greeted with pro le
photographs that displayed messages such as, “You get to choose your mate,
and not all ladies have that luxury. Not all women are allowed to decide.”
Amnesty International had thousands more clicks on its website, and hundreds
more members signed up, but they could not determine the precise number of
participants (Easter 2014, p.1). With the focus on this touchpoint, Amnesty
International’s message would appear too solemn in this setting. With those
artifacts, the campaign attracted new users and activists to spread the word
and generate interest in advancing women’s rights.
Interactivity and Exchange in Campaign
Presenting the content with taglines, launching quizzes on the application, and
sharing website links to add value to someone’s life makes this campaign
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appealing to all Australians on Tinder. Dolea (2018, p.334) recognised that
interaction and exchange follow three steps; participation, interaction, and co-
creation. With that focus, Tinder users engage with the pop-up quiz and
interact with the social cause by changing pro les and co-creating an impact

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by participating in the initiatives for women’s rights. The idea behind the
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campaign is perfectly depicted with communication artifacts, engaging
content, and touchpoints. With the focus on interactivity and exchange,
artifacts back this campaign and engage users to respond to this case to create
value for women in highlighted regions. With deliberative engagement, digital
posters, taglines to help women, facts about Afghanistan and other countries,
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and a quiz pop-up are used to engage them with the campaign that leads to the
exchange of information and bene ts the non-pro t organisation to take action
immediately.
Section 3: Re ective Thoughts
By re ecting on Tinder’s idea of taking over, Amnesty International is innovative
in creating extensive appeal for the community cause. This campaign focuses
on identifying Tinder’s marketing potential, which is enormous and untapped
because it allows interaction with a demographic that any organisation rarely
reaches. Focusing on engagement themes, Johnston and Taylor (2018, p.4)
discovered various themes that interrelate with the idea of this campaign. The
corresponding campaign aligns with the social-relational and interaction-
exchange themes because of its focus on creating awareness about the social
problem and encouraging the young users on Tinder to actively promote gender
equality.
The new ideas I explored with the analysis that the creative agency sets the
example by utilising the dating platform for social awareness. Zhou et al. (102)
indicated that digital engagement creates value for the organisation with
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persuasive messages and taglines. It is identi ed in this campaign that AI
focuses on user-generated content and storytelling by sharing facts, taglines,
and attractive colours and engaging quizzes on digital platforms to engage with
users. With this, the impact of the utilised artefacts and content ideas in the

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campaign make it successful in achieving its goal of promoting gender equality.

The analysis explores new ideas through communication with stakeholders that
it aimed to bring attention to the issue of forced marriage. With virtual
interactions, the campaign depicts that many women are under oppression and
cannot make essential life decisions like what to dress or whom to marry. The
campaign did double duty by drawing attention to the issue and sending
interested parties for long-term action. Thus, users showed effective
responsiveness and were eager to put in the effort and develop meaningful
connections with Amnesty International.
Exploring the role of digital campaigns with an emphasis on the artifacts,
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innovative content, and appealing colours for the posters, I recognised the
importance of using the right and customised digital tools to grasp the
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attention of each actor. Weitzl and Einwiller (2018, p.457) highlighted that
digital engagement is more appealing to attract consumers as it offers a
holistic understanding of the concept and allows the user to engage.
Accordingly, the focus on the new ways of communication engagement brings
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more opportunities for me to be better with content engagement, digitalising
campaigns, attracting focused groups, and creating positive outcomes from
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exchanging information and dynamic interactions.Reference List
Circul8, 2022. Tinder Takeover Innovative marketing to raise awareness. [online]
Circul8. Available at: <https://www.circul8.com.au/our-work/tinder-takeover/>
[Accessed 2 September 2022].
14
Dolea, A., 2018. Public Diplomacy as Co‐constructed Discourses of
Engagement. The handbook of communication engagement, pp.331-345.
Easter, C., 2014. How Amnesty International took over dating app Tinder.
[online] the Guardian. Available at: <https://www.theguardian.com/voluntary-

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sector-network/2014/aug/06/how-amnesty-international-took-over-dating-
app-tinder> [Accessed 5 September 2022].
Ihlen, B.H.Ø., 2018. Corporate social responsibility and engagement. The
handbook of communication engagement, p.133.
Johnston, K.A. and Taylor, M., 2018. Engagement as communication: Pathways,
possibilities, and future directions. The handbook of communication
engagement, pp.1-15.
Richey, L.A., 2016. “Tinder humanitarians”: the moral panic around
representations of old relationships in new media. Javnost-The public, 23(4),
pp.398-414.
Saffer, A.J., 2018. The outcomes of engagement in activism networks: A co‐
creational approach. The handbook of communication engagement, pp.285-299.
Weitzl, W. and Einwiller, S., 2018. Consumer engagement in the digital era is its
nature, drivers, and outcomes. The handbook of communication engagement,
pp.453-473.
Yousuf, M., 2018. Media Engagement in Networked Environments: An
Ecological Perspective. The handbook of communication engagement, pp.253-
268.
Zhou, Y., Calder, B.J., Malthouse, EC and Hessary, Y.K., 2022. Not all clicks are
equal: detecting engagement with digital content. Journal of Media Business
Studies, 19(2), pp.90-107.

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1. were approached Passive voice misuse Clarity

2. Considering the engagement quality Misplaced words or phrases Correctness

3. me Inappropriate colloquialisms Delivery

4. the artifact → an artifact Determiner use (a/an/the/this, etc.) Correctness

5. were greeted Passive voice misuse Clarity

6. Dolea → Dolla, Dole Misspelled words Correctness

7. is perfectly depicted Passive voice misuse Clarity

8. are used Passive voice misuse Clarity

9. is identi ed Passive voice misuse Clarity

10. I Inappropriate colloquialisms Delivery

11. Weitzl → Weitzel Misspelled words Correctness

12. me Inappropriate colloquialisms Delivery

13. . Reference Improper formatting Correctness

14. Dolea → Dolla, Dole Misspelled words Correctness

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