The latest analyses, insights and strategies that inspire CMOs and marketers everywhere.
Health Org’s Creative Social Experiment Proves Smoking Is Ugly
Ah, Tinder. That Hot or Not-ish site on which those who care only about looks can seek intimacy with others who only care about looks. It’s the way of things these days. After all, who really cares what a person is actually like when that gets in the way of the simplicity of a dating app like Tinder?
But, perhaps proving that looks aren’t entirely everything — even on Tinder — the Action on Smoking & Health organization is out with a campaign entitled Smoking Hot which aims to determine whether or not smokers are seen as less attractive than non-smokers.
To prove the point, ASH created two separate Tinder accounts for one attractive blond woman using the same settings, likes and friends. In one account, all her pictures portray her smoking. In the other profile, she is cigarette-free. Using the two profiles, ASH liked 1,000 men’s profiles over the course of a week.
The results? The smoking profile saw a 29% match rate. The non-smoking profile realized a 54% match rate. Even on Tinder where looks are everything, a hot woman who smokes is viewed as less attractive than a hot woman who doesn’t smoke.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.