About the Campaign: In our research, we found that catfish profiles are a major issue on Plenty of Fish, so to make it the friendliest place to date, we had to start there. We coined the term “baiting” to describe what catfish do: using fake photos and love bombing to lure people into false relationships. That’s why our activation is called “No More Master Baiters,” a campaign to eliminate the masters of baiting from the app. While features like Cue’d Up, Circles, and LIVE! set POF apart, shifting negative perceptions requires prioritizing authenticity. Our solution, mandatory identity verification with the Master Baiter Eliminator, ensures genuine profiles and real connections.