‘Girls will be girls’: Bumble’s new campaign for summer romance

Dating app Bumble is celebrating female empowerment in its summer campaign based on its key characteristic of women making the first move.

Bumble associate director of PR and communications, Lucille McCart, said the idea for the campaign came from the idea of what the phrase ‘girls will be girls’ would look like.

“The idea for this campaign came from a conversation around why the freedom that comes with the saying ‘boys will be boys’ is rarely given to women,” she said.

“This led to us asking the question, what would ‘girls will be girls’ look like? The idea of the campaign is to remind our audience that women can do whatever they like, starting with making the first move. On top of that, the mood and energy of the campaign also serves to remind us that dating is meant to be fun as we head into summer.”