From November 1 to November 22, all Tinder users in the Netherlands will see a feature called ‘Swipe Cards’ on the app. When users swipe the card to the right, they are immediately taken to an Instragram reel that links to NJR’s landing page, where accessible resources are available to learn more about politics.

The campaign not only highlights why voting is important, but also provides step-by-step instructions on how to register, allows someone to vote on your behalf, and directs users to the National Youth Council (NJR) voting checklist.

In the Netherlands, politics is increasingly becoming a hot topic among Tinder users. For example, the term ‘politics’ became 186% more common in Tinder bios over the last 12 months. For many Tinder users, November was the first time they had the opportunity to vote for the House of Representatives.

“Half of Tinder users in the Netherlands are between 18 and 25 years old and historically, young people are the group least likely to vote,” said Benjamin Puygrenier of Tinder Netherlands. ‘Tinder is committed to changing this. We believe it is also important to provide adequate information to this large group. By sharing the steps to voting, in collaboration with the National Youth Council, we hope to show a new generation of voters that they truly have a voice in the future.’

“The upcoming election is very important, especially for the younger generation. Topics such as mental health, climate change, the housing crisis and the financial situation of young people are incredibly important and all interconnected,” said Kimberley Snijders, chair of the National Youth Council. “It’s up to politicians to fix it. If everyone is willing to voice their opinion, we can leave a mark on the future. But if the younger generation is not involved in what is happening, they will feel: Politics is not for me. We need creative solutions to get young people to the polls, which is why we’re so excited to work with Tinder.”

Although this campaign is the first for Tinder in the Netherlands, the company has supported similar initiatives in other countries before, such as the elections in Brazil in 2018, the UK in 2019, the elections in the United States in 2020, Germany in 2021 or most recently in France in 2022.