FMF X BUMBLE UKI
Exploring the Romance Gap with Bumble
Bumble contacted Feed Me Female to bring awareness to the ‘Romance Gap’ - a trend Bumble had identified that showed inequalities in how men and women are expected to behave when dating - with their community. In heteronormative relationships, men and women are often socialised to play out often gendered behaviour which Bumble believe is holding women back.
As the founders of an empowered women’s community, who regularly engage with their fans in live debates, Bumble partnered with Hope and Chloe for an interactive social and audio project that got live and direct participation from Feed Me Female’s fans.
The project involved the girls running a series of Instagram stories in collaboration with Bumble, where they polled fans about their dating experiences and which situations they found to be a romance gap.
Hope and Chloe gathered stats and feedback from their audience and used the data to inform a sponsored episode of their podcast, where they also invited guests Zaiire and Don’t Be Mike to provide the male perspective. The guests debated many of the gendered expectations imposed on women and men. It also raised awareness of the unspoken rules around dating and how it could hold people back from being their true selves.
The full episode was filmed and edited into Instagram Reels, which ran as promotional material for the episode, which gained over 40K plays.