Bumble is best known as the “feminist dating app.”
It basically means that women must always make the first move: After what can feel like an eternity of swiping, you might match — but then a man cannot initiate conversation until the woman does. All they can do is send slightly desperate nudges, and wait.
Now, for Wednesday only, Bumble will be incentivising women to make that first move with a promise to give money to charity.
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Specifically, Bumble will give 5p to UK breast cancer awareness charity CoppaFeel every time a woman makes contact with a man on their app.
CoppaFeel campaigns to give everyone the “best possible chance” at surviving breast cancer by urging young women to regularly check their boobs at least once a month. If you notice any irregularities, they say you should visit your GP.
October is Breast Cancer Awareness Month — and in Britain, 1 in 8 women will be affected by breast cancer in their lifetime, reports Breast Cancer Care. It’s most commonly diagnosed in women under 40, and in 2016, 11,563 people died from it in the UK.
CoppaFeel recommends that women should “get to know the normal rhythm of your boobs” by examining both their look and feel — in bed, in the shower, or while getting dressed. This includes the breast tissue in your collarbone and armpits.
The charity sends out “boob check reminders” to keep women and girls “boob aware” — and even have a team of “Boobettes” under the age of 35 with personal connections to the issue to use their stories to inspire others to check in more frequently with their bodies.
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The Boobettes visit schools and workplaces up and down to the country to get young people educated about breast cancer.
And that includes men, too — almost 400 guys are diagnosed every year.
Ambassadors for CoppaFeel, also known as Boob Captains, include BBC Radio 1 Breakfast Show host Greg James.
A message from your Boob Captain. @CoppaFeelPeople are an extraordinary charity. Get involved! @uniboobteampic.twitter.com/VtEGCzASGo— Greg James (@gregjames) October 22, 2015
It’s not the first time Bumble has urged its users to swipe for charity.
In December 2016, Bumble offered 5¢ to Save the Children for every time a woman made the first move — prompting one writer to attempt to chat with 300 men in one evening. The result was 81 responses for the writer, a million new messages for everyone else, and $51,215 in total for an excellent cause.
Then in January 2017, the app pledged to give 10 cents to Planned Parenthood — a US women’s health organisation — for every match made on their “Bumble BFF” service, a slightly separate function that lets you find friends instead of romance. It raised $43,879 after new 438,790 matches, which Bumble then rounded up to $50,000.
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“We quickly realised that even though we may all differ in political and religious opinions, we were completely united in our strong passion to stand up for affordable health care for women,” a Bumble spokesperson told Teen Vogue.
Such endeavors led to the announcement on Oct. 4 that Priyanka Chopra — also a former Global Citizen Festival host — has invested in the app. The actress joins their team to help launch the platform in India with an array of safety features like photo verification and content moderators. It’s to increase protection of women in a country that was voted the most dangerous for women in a Thomson Reuters Foundation poll in June.
A new chapter for me! I am so excited to partner with @bumble and @holbertonschool as an investor. I’m honored to join two companies that strive to expand gender diversity in the tech space, and make a social impact for the greater good... let’s do this!! pic.twitter.com/xBdC13XE0n— PRIYANKA (@priyankachopra) October 4, 2018