The Art Fund and Happn develop a crush
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The Art Fund, the national fundraising charity for art, has joined forces with dating app Happn to challenge the UK’s dating community to fall in love with art.
Intended to target 18-35 year old Londoners, the project is the first association of a disruptive mobile dating app and a charity to promote the availability of art. The campaign will aim to build awareness by combining traditional and innovative media channels, culminating in a series of promotional profiles on popular dating app Happn.
The campaign will see historic works of art such as Elizabethan poet John Donne, musician and painter William Keable and Rosetti’s Monna Vanna enter the UK dating scene through profiles on Happn. Users will be encouraged to connect with the profiles to be in with the chance of winning a National Art Pass for two.
The Art Fund’s National Art Pass offers free entry to over 230 charging museums, galleries, castles and historic houses, and 50% off major exhibitions including those at the British Museum, Tate, the National Gallery and the V&A.
A spokesperson from the Art Fund comments: “We are extremely excited to be working with Happn on this campaign, it is certainly something brand new for the charity and we hope everyone will embrace the National Art Pass as a useful dating tool. With a little luck it will not only help singletons fall in love with each other in 2015 but also to fall in love with art.’
A spokesperson from Happn comments: “Happn is delighted to be promoting art in a unique and innovative way. People can have such a deep affinity with the art that they love – it’s a powerful representation of their emotions and personalities, and we’re very happy to be offering our users the chance to express themselves beyond words and photos and to share that passion with someone they want to know that little bit better.”
