Grindr, the #1 social networking app for the gay community, has announced a new video series campaign, Play Safe, to educate users and the broader public about Grindr’s safety policies and practices. These videos will be shared both in-app to users as well as across Grindr’s social channels.
The release of the Play Safe campaign is no doubt in response to the debut of the new Motto app, developed by Joel Simkhai, the same innovator responsible for Grindr itself. Motto seeks to rectify the problems most users complain about with Grindr, namely the overwhelming presence of bots, scammers, faceless profiles and catfishing, making it a direct competitor to the gay social network giant in more ways than one.
With the release of Play Safe, Grindr has iterated that it has a world-class moderation team that has made significant investments in user safety on the platform over the past few years. The goal odf the campaign is to raise awareness of the app’s many safety features and share their work with users and with people around the world.
“The behind-the-scenes work of Grindr’s amazing Customer Experience team deserves to be recognized,” said Alex Black, Director of Marketing at Grindr. “We partnered with Kandy Muse to get the word out about some of Grindr’s most useful safety features and to make the topic of safety more approachable and engaging for our users.”
The campaign will roll out easy-to-digest videos featuring members of Grindr’s Customer Experience team, as well as RuPaul’s Drag Race alum, Kandy Muse, who plays a new hire at Grindr to share Customer Experience misconceptions, spotlight the work of the Customer Experience team, and make safety issues more approachable and engaging for users. Play Safe, which was written and directed by Alex Stergiou and Patrick Rogers, boasts a predominantly LGBTQ-identifying cast and crew.
The following safety features will be included in the first installment of Play Safe:
- The ability to mute, block, and report bad actors on the app in order to have a safer, better experience. Reports are reviewed 24/7 by a team of human moderators who have been trained on LGBTQ-specific cultural sensitivities and gender-inclusive content moderation.
- Features that allow users to verify each other before meeting up to avoid catfishing, such as audio chatting and video chatting.
- Grindr’s moderation team, which operates with more than 99% accuracy and conducts frequent internal audits to ensure that moderation decisions are as fair and accurate as possible.
“We work day-in and day-out to make Grindr a place where our users can feel safe and supported, because we know that the world at large is not always accepting of the LGBTQ community,” said Alice Hunsberger, VP of Customer Experience at Grindr.
With roughly 11 million monthly active users in virtually every country in the world, Grindr has grown to become a fundamental part of the queer community since its launch in 2009. The company continues to expand its ecosystem to enable gay, bi, trans, and queer people to connect, express themselves, and discover the world around them. Grindr is headquartered in West Hollywood, California. The Grindr app is available on the App Store and Google Play.