OkCupid is challenging the hookup culture narrative, flipping the meaning of “DTF” in their latest campaign. They’re reworking the “Down to F@#k” acronym into more wholesome phrases, like “Down to Finish My Novel,” and “Down to Floss Together,” to set themselves apart from Tinder-style dating services. Instead, they want to be seen as somewhere people seek deeper connections. OkCupid also takes a political lean with phrases like “Down to Filter Out the Far Right,” and uses art for The Genreless Generation, featuring racially and sexually diverse couples. (Adweek)
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