Polarized Population Connects in Empathy Experience
At The XD Agency, our team of creative thinkers is always, well, thinking creatively. We’re leveraging best-in-class experience design to help brands every day — and when we can help brands do good while doing well, that’s all the better. Some of our staff, who are at least as committed to making the world a better place as they are to finding a mate, came up with an idea that might just do both at once.
Dating app Bumble launches empathy-driven Bumble Give, with a choose-your-own-adventure social experiment that confronts implicit bias, sparks conscious conversations.
True connection can be difficult. And it’s even harder in our increasingly polarized world. Bumble gets it — and is working to connect people not just for love, but for change. For progress.
And it all starts with Bumble Give, the latest addition to the Bumble platform, designed to help users improve their communities, promote empathy, and build connections along the way. Perhaps even more buzz-worthy than Bumble Give itself was its launch — an event that launch had people talking, thinking, and connecting like never before.
Bumble marked the debut of Bumble Give by inviting often polarized audience segments to come together at the entrance of a giant maze. Upon arrival, participants were asked (er, confronted with) a single question. A question whose answer not only uncovered a hidden bias — but also determined the direction they would travel through the maze. And at every subsequent turn, they were prompted with yet another question.
At the end, participants found themselves at a giant dinner party, seated across from someone wildly different from them. Someone they might otherwise never have met. And someone they prejudged, consciously or not.
Because who says launch events have to follow the rules?
So this program wasn’t real. But wouldn’t it be great if it were? Email us at firstname.lastname@example.org, and let’s do something equally impactful for your brand.