Innovation That Matters

Monkey's Tinder profile raises biodiversity awareness


The Body Shop has launched a conservation campaign via Tinder and the hashtag #helpreggiefindlove, to raise awareness of its commitment to endangered species.

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We’ve seen how social media can be used to raise awareness of charitable projects, such as a project where users could tweet endangered species emojis to make donations, and now The Body Shop is harnessing the philanthropic power of Tinder.


In recent weeks, Tinder users will find Reggie the Douc monkey appearing in their app. By swiping right, they’ll receive information on his habitat, the Khe Nuoc Trong forest in Vietnam — which is being affected by deforestation — and receive discount codes to spend online. This is part of The Body Shop’s #findreggielove campaign that raises awareness of their commitment to funding the Bio-Bridge project in collaboration with the World Land Trust in Reggie’s habitat. Throughout summer, purchases at any Body Shop outlet or online will result in donations that build protected areas that provide crucial ecological links throughout the rainforest. The campaign is further shared on social media with customers posting selfies featuring their purchase and the #findreggielove hashtag.

How else could social media be used to raise awareness for charitable causes?



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