Upward Christian Dating App
BACKGROUND / CONTEXT:
Dating apps have become a necessary tool to meet a potential relationship, and its use has incremented over the pandemic. For Christians, however, the use of common apps can be uncomfortable because of their values and religion. They do not seek for “hook-ups”, but rather meaningful and lasting relationships. Upward is dedicated to Christians, but few people know about it and there is no interaction with their target.
STATEGY
THE CHALLENGE:
Upward must demonstrate that serious relationships are developed within their community. By filtering out people who do not share the Christian values, such as no sexual relationships prior to marriage and family as a goal.
THE OPPORTUNITY:
After Covid-19, many dating apps offered opportunities for young people to meet without endangering their health. However, most dating apps focus in sexual encounters rather than serious partnership. Upward not only wants to offer dating possibilities, but also becoming part of the Christian community and finding true support.
TARGET AUDIENCE:
Christians young adults from 18 to 34 years old, who believe in permanent relationships and are afraid of the hook up culture that's been developing in other apps.
INSIGHT
Christians want a safe community that swipes out the hook ups and swipes in the meaningful relationships.
STRATEGY
More than a swipe.
CREATIVE IDEA
For Christians, God is on top of everything. So the idea was to create a community that will engage people with the same beliefs and create events and entertainment where users can join. Romantic relationships can be born from this, but the important goal is to become part of a digital neighborhood where all have the same values.
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