To support women’s rights worldwide, Amnesty International Australia teamed up with Tinder to set up profiles across the country with messages like “not all women have the choices you do.” Tinder users who came across the profiles could swipe right on them to link to a fully interactive website to show support for women’s rights. At the program’s launch, hundreds of women also took the opportunity to temporarily replace their own profile images with that of the campaign’s.

This marked the first time a brand successfully tapped into Tinder’s 600 million-plus membership base.