Texas-based Bumble is launching its new global OOH campaign in Canada to show women that online dating doesn’t have to be exhausting.

“We’ve Changed So You Don’t Have To” highlights the new Opening Moves feature of the company’s app (pictured below), which suggests conversation-starting questions for women to use. They can choose one of Bumble’s recommendations or create their own questions. The campaign also emphasizes the app’s new identity, which includes a revised logo, fonts, colours and illustrations.

The media plan is rooted in digital and physical OOH, with Bumble rolling the campaign out to more than 10 countries, including Canada. The company is placing OOH ads in English and French in several locations in Montreal and Toronto, two of Canada’s largest markets and where most of Bumble’s Canadian users are concentrated, according to Amy Ferris, Bumble’s VP of global marketing.

There will be digital screens at Toronto’s Billy Bishop Airport and Skywalk, as well as streetcar wraps across the city. Bumble is also promoting the campaign in Canada through memes and videos on TikTok, Meta, YouTube, Snapchat, Pinterest and TV.

Pattison Outdoor is handling media buying and Bumble’s in-house team is behind the creative.

Ferris tells MiC that the campaign is part of Bumble’s new strategic approach, which entails investing more in local markets to stand out as a brand that listens to its consumers and recognizes the negative experiences that can come with online dating.

Bumble recently found in a study that 45% of Canadian women believe that having more ways to initiate a conversation would make their dating app experience better. The research – which included 6,138 surveys of women around the world between the ages of 23 and 35 – also revealed that 68% of Canadian women struggle with people who are not upfront about their intentions when dating. Overall, the study showed that nearly two in three say that dating is more work for women than it is for men, and 70% have experienced dating app burnout.

“This campaign was important for us to take a moment just to acknowledge the feelings many people have about online dating,” says Ferris. “So often with marketing in our industry, companies will only show the fairytale ‘happily ever after’ and that can be discouraging if it’s not your current experience. [The new work is] bold and honest, and highlights Bumble being there for women, as we always have, to evolve together.”