When democracy meets dating: PM on Tinder in new campaign video

June 17th, 2015

This article is more than 8 years old.

Socialdemokraterne’s message is that this election is a choice between Helle and Lars

Helle wants you to swipe right for her (photo: Youtube/Socialdemokraterne)

Prime Minister Helle Thorning Schmidt is seen resorting to a novel channel for reaching the electorate in Socialdemokraterne’s most recent campaign video: the dating app Tinder.

The PM is presented as a candidate that the voter can select or reject, just as users do with potential partners in the matchmaking service.

READ MORE: Even stevens in last-minute poll before Danish General Election

In the video a hand swipes right when a picture of Thorning-Schmidt appears on a smartphone screen – which equates to choosing someone as a potential partner in the dating app – and then promptly rejects Lars Løkke Rasmussen by swiping left.

“Life is full of choices. Selection. Rejection,” the voiceover says in the video.

Youth appeal
Bo Bredsgaard Lund, an author and expert in political communication, told Metroxpress that he considered the message to be in line with the party’s campaign strategy and that it would especially appeal to younger voters.

“It fits well with the direction of Socialdemokraterne’s campaign: that this is an election between Helle Thorning-Schmidt and Lars Løkke Rasmussen,” he said.

“It’s a modern touch to orient themselves to mobiles, and it’s a quite intelligent way of illustrating to young people how choices are made in other contexts.”

The red and blue blocs remain neck and neck in the polls.


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