There are around 5 billion emoji sent every day, of just about everything you can imagine. But despite this, there was one missing. One a growing amount of Tinder users could identify with; the interracial couple emoji. If an interracial couple wanted to represent their love online, their only option was a yellow couple - considered by most to mean ‘white’.

With a limited budget, the world’s most popular app for meeting new people needed a cost-effective way to foster a global movement. We needed to give users something so unique they would feel compelled to engage with our cause. 

For a couple in an interracial relationship, no amount of representation is too small. So, we launched #representlove, a global campaign petitioning Unicode to add interracial couple emoji to the official consortium. To drive signatures and support, Tinder needed a social execution that was inherently shareable and could foster a two-way conversation with users around representation. 

We took to Facebook, Twitter and Instagram and asked real couples to share a photo using #representlove, with a very special response planned. In three times zones, we had teams of designers reply in real-time with a bespoke emoji based entirely on the two of them. From head to toe each emoji was customised to perfection, a miniature work of art to be celebrated and shared.