Queer dating has never been one-size-fits-all.
For many LGBTQ+ people, ADHD and other forms of neurodivergence make up a core part of their identity, not just shaping who they are, but how they connect, communicate, and fall in love. Yet the world of dating rarely acknowledges this.
Neurodivergence is too often framed as baggage rather than brilliance, making dating feel overwhelming, isolating, and joyless.
Taimi and Story Leaf set out to change that by challenging the stigma around ADHD and neurodivergence in queer dating, educating the LGBTQ+ community with factual, inclusive health content, and empowering neurodiverse daters to approach love with confidence, reframing their brain as a strength, not a barrier.
Story Leaf is a global nonprofit specializing in inclusive, factual health education, making them the ideal partner to ensure the content was credible and community-centered.
18 Instagram reels. Each reel covered a different ADHD-related dating topic ("So What's ADHD," "ADHD To Share or Not," "TMI on Dates," "Avoid the Fade Out," "Chill With Rejection," "Distracted Not Distant," "Stay Cool When Plans Tank," "Balanced Not Bossy," etc.).
Digital OOH campaign, featuring the campaign visuals.
In-app events on Taimi: dedicated in-app events that drove 2M impressions, 6.2K downloads, and 11.5K app opens.
Downloadable PDF guide "So, What's ADHD? Understanding ADHD in Dating" – a 24-page educational guide developed by Story Leaf, distributed through the app, website, and social media channels.
As of May 1st, the campaign delivered strong results across all channels.
On Instagram: 3.1M views, 58K engagements (not all reels have been posted yet as of May 1st).
In-app event: 2M impressions, 6.2K app downloads, 11.5K app opens. Event interaction breakdown: 55% App Opens (11,517), 14.6% Re-downloads (3,068), 3.7% First-Time Downloads.
Beyond the numbers, the campaign successfully reframed ADHD and neurodivergence as a dating strength within the LGBTQ+ community, shifting the narrative from stigma to celebration through bold, multi-channel storytelling.
The content was designed to be saved, shared, and used as a long-term resource, with the "So, What's ADHD?" PDF guide extending the campaign's educational impact beyond the campaign window.
