A Dating App For Singles
Stir, a dating app for single parents, has introduced “Break Every Single Rule,” a new campaign to change the way the world views single parents, and the way single parents view themselves when it comes to dating. There are over 20 million single parents in the US, and Stir is designed for daters with kids, whether they are looking for a casual relationship or something more serious.
“At Stir, we want to break the rules of what people think dating as a single parent should be. This campaign encourages single parents to rediscover and embrace their more spontaneous sides that are often pushed aside,” said Jennifer Spector, VP of Brand at Stir.
Created in collaboration with The Working Assembly, the campaign features out of home posters placed around New York City. The photography captures real single parents to reflect the playfulness of the single parent lifestyle and showcase the seamless transformation from your parenting identity to your dating identity. With copy like “Where the chaperones have fun unsupervised” and “Your kids are asleep. Their kids are asleep. Stay up together” and “You chase after your kids all day. Find someone who will chase after you,” the campaign aims to attract single parents who are looking to rediscover their sexy, flirty, and spontaneous personalities.
In tandem with the campaign, Stir is rolling out a refreshed interface including a new logo that is fluid and flexible, as well as a calming colorway of purple, brown, orange, and yellow, nodding to traits that are inherent to dating as a single parent.
“One of our goals for the visual refresh and creative campaign was to add levity and playfulness to Stir’s brand world. We wanted the tone and vibe to be inclusive, joyful and inviting to combat and preconceptions or stereotypes of single parents,” said Jolene Delisle, Founder and Head of Creative at The Working Assembly.
