HER is the world’s largest sapphic dating app for queer women and non-binary people. They recently launched “The Sapphic Restart,” a culture-first campaign pushing back on the pressure of “New Year, New Me” dating. New data from the platform shows 68% of queer women are recalibrating their dating lives for 2026, prioritizing healing, emotional safety, and alignment over rushing to meet January’s expectations.

At the center of the multilingual campaign is a provocative wildposting takeover rolling out across New York and Los Angeles. Titled “Everything Reminds Me of HER,” the creative abandons dating-app clichés in favor of loaded visual metaphors drawn from intimate sapphic experience – fingers slipping into bowling balls, champagne cascading over skin, plush velvet left visibly damp. The imagery is sensual, abstract, and unmistakably intentional, designed to mirror moments sapphic moments of intimacy. It’s OOH that flirts with the line, turning private sapphic references into public conversation.

Beyond the visuals, the campaign is anchored in HER’s proprietary survey data, queer podcast partnerships, creator-led storytelling, and in-app tools that support intentional connection. Together, it reframes January not as a deadline to “fix” your love life, but as permission to move at your own pace.

As the mainstream market pushes users to “fix” their love lives in January, HER’s new data underscores a different reality for the sapphic community. “The dating industry treats January like a fire drill – a frantic race to optimize your profile and find a partner,” said Robyn Exton, Founder & CEO of HER. “But for our community, readiness isn’t a date on the calendar. It’s an internal shift. ‘The Sapphic Restart’ is about honoring that rhythm – and showing that you don’t need to be a ‘new you’ to find love. You just need to be aligned.”

The Sapphic Restart: Key Survey Insights

At the core of the campaign is the 2026 Sapphic Restart Survey, a comprehensive study of HER users that reveals a massive cultural recalibration. The findings paint a picture of a community moving away from “autopilot dating” toward deep intentionality:

  • A Cultural Recalibration, Not a Resolution: The “restart” isn’t a seasonal fad. 68% of sapphics are actively “recalibrating” or “easing back in” to dating this winter, rejecting the status quo in favor of conscious relationship choices .
  • Healing is the Love Language: Unlike the general population dating, where boredom often drives activity, 67% of users cite healing, emotional depth, or a major life transition as their primary reason for restarting.
  • Loneliness is a Catalyst, Not a Weakness: Vulnerability is driving the restart. Nearly 60% of sapphics report that loneliness and a longing for emotional safety are propelling them back into dating -seeking secure, meaningful connections rather than just a cure for boredom .
  • Community as Compatibility: It’s no longer enough just to be out. 80% of users say the queer community matters in who they date, proving that shared cultural roots are the ultimate green flag .
  • Digital Meets IRL: While users are restarting online, 51% prefer meeting through community events, highlighting a desire for connection in shared, safe spaces .

“Everything Reminds Me of HER” Wildpostings

Visualizing these insights, HER has created a bold OOH wildposting series taking over cultural corridors in New York and Los Angeles. Rejecting the smiling-couple clichés of the category, the creative captures the subliminal, almost intrusive pull of desire through high-gloss, cinematic imagery that double as visceral metaphors for sapphic intimacy – a wine glass spilling across plush red velvet, champagne foam cascading over a bare hand. More than mere ads, these provocative images serve as “signs from the universe,” affirming the 86% of HER users who find themselves constantly reminded of her in everyday moments.

Social & Creator Content: Defining the Restart Narrative

HER is teaming up with creative agency IAMFEMALE and a diverse group of queer creators to turn this campaign into a real conversation. It’s about more than just content – it’s about giving the sapphic community the words to describe the tender, messy “loop” of longing and the courage it takes to try again. From sharing the “Sapphic Ins and Outs of 2026” to finding humor in the viral moments that remind us of her, this digital narrative is designed to make every user feel seen and understood as they ease back into thei dating journey.

Blog Series: Guides for the Realignment

To counter the frantic energy of January, HER is releasing a suite of “Restart & Refresh” guides designed to serve as a deep exhale for the community. The content strategy trades the pressure of “getting back out there” for resources that honor the user’s pace: from “Dates That Aren’t Bars” – which foster intimacy without the noise of nightlife – to profile refreshers that encourage users to be real, rather than perfect. The series culminates in “You’re Not Late, You’re Just Ready,” validating that the right time to restart isn’t when the calendar changes, but when sapphics feel like themselves again.

Podcast Partnerships: Normalizing the Restart

To deepen the conversation, HER has secured an extensive podcast sponsorship network running through February 2026. Partners include top queer voices such as “Two Dykes & a Mic,” “Lez Hang Out,” “Handsome,” “Ride,” and “We’re Having Gay Sex”. These integrations are designed to normalize the restart experience through conversation. By leaning into the intimacy of long-form audio, these partnerships create a space where the nuances of “trying again” are discussed openly, deepening belief in the app and extending the campaign’s reach beyond visual ads.

Realignment Over Resolution 

With resources that replace pressure with permission, “The Sapphic Restart” creates a new standard for dating in the New Year. As the only platform built to honor the circular, community-driven reality of sapphic love, HER has created a campaign proves that the most effective way to connect isn’t to rush a resolution, but to trust your own realignment – reminding the community that you don’t need to change who you are to find what you want.

Creator Content:

Sara James

Natalie Viglucci

Tyffaine De Lafore

To learn more about the campaign, explore the “Restart” guides, and join the conversation, follow @HERsocialapp on Instagram and TikTok.

 

About the Author

Bryen Dunn is a freelance journalist with a focus on travel, lifestyle, entertainment and hospitality. He has an extensive portfolio of celebrity interviews with musicians, actors and other public personalities. He enjoys discovering delicious eats, tasting spirited treats, and being mesmerized by musical beats.