Grindr has become part of the sexual health solution, this can be said because this application was chosen to be a part of the social media campaign. The campaign focused on creating awareness about the various sexual diseases. Grindr is an application that is well- known and used by a lot of people all across the globe. In the year 2014, Grindr had around 4.5 million users and this application has become one of the most important application for the gay community.
The main reason of sexually transmitted diseases is unprotected sex, and there are a lot of people out there who are not aware about the disease and its causes. To make people aware about the disease and its symptoms, a social media campaign was launched in order to control the rising number of people suffering from this disease. The campaign ran on Grindr for 7 consecutive days, post that it ran on Grindr on Friday, Saturday and Sunday of three consecutive weeks. During that time, whosoever opened the application could see a pop up message. On clicking on that message, the user had to click on the “More” button, and the user would be simultaneously directed to a web page that will provide them information about sexually transmitted diseases.
This campaign was a huge success. During that period of the campaign, Grindr saw around 1897 unique views and the total number of views reached 9812. With the help of this number, we can easily say that the users were reached on a personal level and on an average, a user was reached almost 5 times. The result also showed that an application like Grindr that is one of the most popular application all across the world can be used to run a campaign and communicate an important message to its users. The collaboration between the social media sites and Grindr has helped in creating awareness about HIV and AIDS and Grindr is also in talks with founders of these social media websites as to how they can build healthier communities that will help in preventing these diseases. Grindr also believes that in this world of technology, it is important to derive strategies that will communicate the right message at the designated time.
On the other hand, critics say that Grindr application is also responsible for these sexually transmitted diseases and they also believe that Grindr has led to the rise of unsafe sex practices by giving its users an opportunity.