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On the back of research that found that 60% of mature singles lacked the confidence to begin dating again, over-50s singles site Ourtime commissioned us to create a guide to online dating etiquette.

Both printed and hosted digitally, the guide gave advice on dating conundrums such as who should pay on a first date, how long to wait between messages and when to make your relationship exclusive.

The campaign, which secured widespread print, online and broadcast coverage, was supported by a half-day of radio interviews with a Debrett’s spokesperson.




Online Dating


Print and Online (8 weeks)


‘In today’s dating world, whoever issued the invitation should expect to pick up the bill… If your date insists on paying, accept graciously and promise to reciprocate next time (even if you suspect there won’t be one)’

Selected Press Coverage

‘Partnering with Debrett’s added credibility to the campaign, with the co-branded guide creating a great hook for media that resulted in widespread, quality coverage.’

Inkling PR