Mattr Wants Singles to Step Away from Performative Pressures of Dating Apps

Mattr, the dating app designed to help users develop authentic and inclusive connections, has launched its first ever advertising campaign. The campaign will span London Underground and fly poster sites across London - showcasing Mattr’s commitment to disturbing the traditional dating app landscape.

Mattr, which was co-founded by Havas London senior strategist Francesca Johnston in 2023, is the world’s first neurodivergent-friendly dating app. The campaign, which was creatively devised and executed by Havas London, reinforces Mattr’s ‘date different’ ethos, which has been at the core of the app’s mission since its inception.

Mattr allows users to ‘date different’ through its community-first approach and inclusive product design focused on creating authentic connections. Its ‘honesty box’ replaces the need for surface-level small talk, allowing users to get to know a potential match on a deeper level. From limiting matches to six potential quality connections per day to no-swiping, it aims to cultivate considered and mindful matching over incessant swiping. Mattr is also anti-algorithm, matching users based on interests, not other user behaviours, and prioritises users’ safety by using three-factor authentication to protect the safety of its community. 

Featuring three distinct campaign assets which include lines such as ‘less emojis, more emotions’, ‘less swipe more swoon’ and ‘less predictable, more personal’, alongside striking fly poster designs, the campaign boldly challenges the traditional dating hallmarks often associated with the new year, and invites singles to step away from the performative pressures of dating apps and embrace a fresh perspective.

Francesca Johnston, co-founder of Mattr and senior strategist at Havas London said, “People are tired of the popularity contest that dating apps have become. Legacy dating apps have created a world in which we must navigate with a strict set of rules and processes to follow, often at the expense of our mental health. Mattr intends on ripping up the rule book by encouraging you to be you, supported by honest-promoting features in a judgement-free space. Quality [of connections] over quantity.”

Jamie Johnston, founder of Mattr adds, “Our campaign launches at a time when people are rethinking their dating habits, and how they approach dating apps. We want to inspire a shift toward intentional, genuine connections in 2025 - dating that celebrates individuality and fosters real relationships.’’

Sam Daly, creative director at Havas London concludes, “We really wanted the creative and design to play into the frustrations that people feel on other dating apps and offer a better solution. Whether that’s the overwhelming amount of profiles and endless swiping, or the copy and paste profile prompts. With this campaign, we want the single people of London to know that there is a better way to find meaningful connections, with a dating app that does things differently.”

The campaign is now live across The London Underground, with full distribution of fly poster sites through wildposting company Uncle.