Business Technology

Tuesday 12 December 2017

David Cameron joins with Tinder - to convince young people to vote

David Cameron. Reuters/Joshua Roberts
David Cameron. Reuters/Joshua Roberts

Helena Horton

The Prime Minister's face could be on your Tinder. Yes, you read that correctly - David Cameron has joined forces with the dating app in order to encourage young people to vote.

This isn't an excuse you can recycle if your partner catches you using the app, so don't try.

David Cameron will be working with Tinder, perhaps also using adverts that are designed to resembling a profile, as seen with other campaigns such as that by the cast of Made in Chelsea.

"We are always looking for ways to try and encourage people to register to vote," a source from Downing Street told The Times.

Tinder is expected to work alongside the Bite the Ballot campaign in order to encourage young people to vote - and this will probably involve bespoke advertisements.

As the Prime Minister steps up his campaign in the lead up to the EU Referendum, he has been searching for ways to reach young people. 

He invited leaders from websites including Facebook, Twitter, Google and BuzzFeed to Downing Street on Friday to discuss ways to get young people to register to vote. Young people are less likely to vote than the general population, but more likely to be pro-EU.

As the saying goes: "If you want to reach the hearts and minds of the young, you must reach your index finger towards their face on a dating app".  

The Telegraph has reached out to Tinder for comment.  

This isn't the first time Tinder has been involved in the political process. In the US, the dating app launched a campaign called "Swipe the Vote" at the end of March, designed to convince users to vote by getting them to swipe left or right to the "hottest issues" in the presidential election. 

Swipe the Vote asks users whether they agree or disagree with ten issues key to the race and then matches them with a presidential candidate. Once they have matched, it links them to candidates' proposed policies and a way to register to vote. 

"After all, millennials should play a big role in deciding who our next president is," said Tinder. 

Tinder has an estimated 50 million people using it every month - and it will be hard for young people not to sit up and listen if David Cameron's face comes staring out of the screen while they're trying to score a date.

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