Tinder raised around $15,000 in its fight to end LGBTQ+ discrimination with the Pride Slide.
The dating app said nearly1,500 people rode the rainbow in New York City’s Flatiron District on Monday.
Agency N/A Collective helped Tinder with the creative strategy.
It pledged to make a $10 donation to the Human Rights Campaign for every rider and is offering free advertising to nonprofit organizations dedicated to driving social, political and cultural equality and acceptance of people across all genders and orientations.
Elie Seidman, CEO of Tinder, said: "Discrimination in any form violates the fundamental values that drive Tinder. We believe everyone should have equal rights, and by calling on our millions of users to show their support and take action, we hope to make real change for the LGBTQ+ community."
The activation was part of Tinder’s drive to support the Equality Act -- a bill that would prohibit discrimination on the basis of sexual orientation and gender identity in employment, housing, and protect many other essential civil rights.
The legislation has passed the House and now needs to be brought to the Senate for a vote.