After Transport for London (TfL) rejected Chyrpe’s London Underground billboard campaign for being “potentially offensive,” Chyrpe, the leading dating app for female-led and femdom relationships, decided to take matters into its own hands, literally, rolling a branded billboard truck through central London from Thursday, December 18th to Saturday, December 20th.
Chyrpe, the leading dating app for female-led and femdom relationships, faced rejection from Transport for London (TfL) after proposing a London Underground billboard campaign. TfL deemed the imagery, showing a woman leading a fully consensual relationship, as “offensive” or “harmful,” even labeling one scene with a woman in control and a consenting man as “potentially violent”. Meanwhile, hundreds of ads showing men chasing women or exerting power remain unchallenged. For reference the proposed images below:
In response, Chyrpe brought its message directly to London streets with a branded billboard truck running from Thursday, December 18th to Saturday, December 20th, stopping at high-traffic locations including Oxford Circus, Regent Street, New Bond Street, Mayfair, Piccadilly Circus, Soho, and Leicester Square. The truck featured bold copy celebrating female agency, including:
The three-day activation sparked strong reactions on the street. Pedestrians and shoppers were drawn to the truck’s eye-blinding presence on dark streets, often stopping to take pictures and film reactions. The response was overwhelmingly positive, particularly among women, who made up the majority of those engaging with the truck and sharing content. One pedestrian summed it up by saying, “Women love it: this is great.” The stunt also triggered playful, unexpected moments, with men jokingly starting to bark in response, reinforcing the truck’s bold appeal. As another onlooker put it, “The good boy is the favourite of the women,” capturing how the activation resonated as both humorous and highly shareable.
