Somewhere between that photo of a guy holding up a fish and a hamburger with googly eyes could be the love of your life — or, if you're in Ireland, a powerful message about human rights.
This week, the Immigration Council of Ireland launched an innovative Tinder-based ad campaign to create awareness about the crimes behind sex trafficking and prostitution.
Each profile contains a series of photos that get progressively more graphic with each swipe.
Most of the models used for the project appear well-dressed and relatively happy in the first photo, but as the gallery progresses, she is seen in various states of undress with bruises, cuts and other signs of abuse.
The last photo in the series is a call to action.
"Sex Trafficking victims have no options. You have the option to help end it now," the photo reads, linking to a website that contains more information.
On why the agency chose Tinder as a platform, Cathal Gillen of eightytwenty told The Daily Dot that the dating app "was chosen as it allowed us to create a standout campaign with cut through in a unique and novel way."
"[Tinder] allowed us reach an audience that is often difficult to reach through more traditional media," Gillen continued. "The idea stems from the fact that Tinder profiles are stories of people in their own right, and we could use this to create a form of native advertising (at no media cost)."
According to the campaign's press release, feedback from Ireland's Tinder users so far has been "great."
Earlier this year, a group of advocates used the dating app quite succesfully to raise awareness about men's health through a fake nurse profile.
Fake Tinder nurse promotes men's health awareness
Going to the doctor for a prostate exam doesn't rank very high on the average man's list of "fun things to do." Cruising Tinder to chat with beautiful women, on the other hand...
According to Tinder's most recently released figures, the app is currently processing more than 1 billion swipes per day worldwide.
Turn Off the Red Light
It's nice to think that perhaps at least some of those swipes are for a good cause.