OkCupid is challenging the hookup culture narrative, flipping the meaning of “DTF” in their latest campaign.

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)