The Tinder Foundation is having to rebrand after getting fed up of being confused for the popular hook-up app
The Tinder Foundation is changing its name, admitting it is fed up of being confused for the dating app Tinder.
Despite being launched two years before the swipe left, swipe right matchmaking app, the charity has given in to the dating site which has an estimated 50 million users.
Although admitting the confusion caused was funny at first the charity says it is now hindering it from succeeding in its aims of promoting and improving digital inclusion.
As of next week, the Tinder Foundation will be known as the Good Things Foundation.
It’s been fun at times to break the ice but the confusion hasn't helped us connect with everyone in the right way
“It’s time to be clearer about who we are - and who we’re not,” said chief executive Helen Milner, announcing the change.
“It’s been fun at times to break the ice with “No, not that Tinder” but the confusion hasn't helped us connect with everyone in the right way!
“Partnerships are key to what we do, and how we can do more of it, so we needed a name that spoke more clearly about our role and vision.”
As well as a new name the charity is using the opportunity to expand its role.
Instead of just focussing on digital skills and inclusion, it will also now examine the impact technology can have on solving social challenges facing the UK.
It is also rebranding what was formerly know as UK online centres to the Online Centres Network. The network is made up of more than 5,000 organisations each aiming to help people in their hyper-local community use digital technology to become more included, access essential services and take advantage of the opportunities the internet provides.
Milner continued: “From talking to members of the network, and other partners who value them so highly, it’s become clear that being part of a ‘network’ is the key element in what makes the Online Centres Network so successful - sharing ambitions and challenges, and working together to achieve a common aim.
“It’s the good things we can achieve together that matter and as Good Things Foundation, working together will be key to what we can achieve.”
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