Bumble has launched a new campaign that aims to show how its dating app is home for one of the most important traits people look for in a partner: kindness.

Called “Kindness is Sexy,” the campaign features Canadian actor Adam DiMarco of The White Lotus fame, and is built around insights gleaned from a consumer survey conducted by Bumble that found a large majority (69%) of Canadian respondents said being kind is more important to them than the physical attributes of a would-be suitor, and that honesty (59%) and respect (45%) are the two most valued traits in partners.

“On Bumble, we want to help our community build kind connections – whether it be through dating, friendship finding or professional networking,” Sam Sokol, Bumble’s senior manager for integrated marketing in Canada, tells strategy. “We believe that kindness sets the tone and foundation for healthy relationships, and that is the lens through which we look when it comes to our marketing.”

It’s an obvious next step for Bumble, which has long focused both its messaging and technology on making the dating environment more respectful – especially for women. The effort fits into the platform’s overall mission “by not only redefining what we view as sexy, but also reminding us not to lose sight of the traits that matter most in a potential partner,” says Sokol.

However, “while women remain our focus, we believe the messaging of this campaign applies to everyone,” she adds. “We want our community, as well as those considering jumping back into dating, to know that kindness matters on Bumble.”

The campaign is a mix of paid social, as well as local experiential and OOH, anchored by the 60-second online video that features DiMarco.

Bumble’s own in-house team handled the buy, while Salt XC is working on the experiential activations in Toronto and Montreal that will echo the global messaging. Bumble will be at Budweiser Stage through the summer, as well as at Osheaga Music Festival, Sokol says.

Proof is handling PR for the campaign, which will be in market through September.