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  • There’s more to online dating than simply fornicating
  • There’s more to online dating than simply fornicating
    William Stitt (2017) ©
CASE STUDY

OkCupid DTF: down to flip the dating industry

As swiping right has become the default in digital dating, OkCupid is reinforcing its core value of ‘substance over selfies’ with an ad campaign that reclaims the acronym DTF. By exploring the ways people get to know each other beyond the physical, it’s making a statement against hook-up culture.

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