Scruff Unveils New “Philanthropic Endeavor”

Screen Shot 2014-09-04 at 1.40.09 PMCharitable endeavors are to be admired and applauded, don’t get us wrong. But there’s a difference between doing good for the sake of doing good, and doing good to increase their fan base/market share.

That’s the dilemma facing folks who both want to do good but also gain audience for it at the same time.

Scruff, the anti-Grindr smartphone hookup app, just announced that they’ll donate ad space to nonprofits to help get the word out to horny guys everywhere that there’s more to life than your next “date.” Great. We love the plan, guys. Honestly.

But when you call the program “BenevolAds (trademark)” and release a self-congratulatory video with a certain “yay, me” sort of tone it does raise questions about your motive.

As Scruff puts it:

  • “…Scruff has come forward with an incredible solution for the smaller, local efforts.”
  • “We’re looking for partners around the world who want to help take advantage of this philanthropic endeavor.”
  • “Join us and the rest of the Scruff community in making a difference today.”

On the one hand, Scruff is doing a great thing here and don’t want to minimize anyone’s effort to positively affect local communities. There are too few people who give a damn in the first place.

There’s just a slight whiff of “brand management” — you can almost hear the conversation that took place when they came up with “BenevolAds.”

Here’s the video of founder Johnny Skandros & “activist and fundraiser” Jake Mackenroth introducing the exciting, philanthropic, groundbreaking program:

But this is not just Scruff’s problem. Another example is the ice bucket challenge. Donating money and spreading the word about a debilitating disease? Great. Stripping completely naked so the world can ogle you yet again and blasting it across social media? Not as great.

When Dan Osborn stripped to his birthday suit to take the ice bucket challenge, he says, “I’m going to do it naked just to do something different.” No, Dan. You did it naked so that the maximum level of public attention would go to you, your package, and your charitable spirit. He runs from the chair after being doused in chilly water, baring his ass in what was surely a planned maneuver, exposing his narcissism along with it.

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  • trtoosure

    Are you referring to that narcissistic naked ice bucket challenge that you helped promote? Don’t post about hot naked guys showing off their bodies to generate clicks and ad revenue and then turn around and wag your finger at them.

  • BigGayMe

    Don’t plan a fundraiser with this tool… Once you have all their logos on posters and cards he has been known to stop answering emails, phone calls and texts. Considered sending out a carrier pigeon but even the air rats wouldn’t go near him

  • Randyau21

    Clearly Grindr has paid off your writers. As someone who works in the nonprofit sector, this is an amazing thing SCRUFF has done. Comparing a harmless video announcement (that in fact helps the gay community) to dan osbourne stripping naked is ludicrous.

  • 1898

    Wow. The guy on the right is a prime example of someone whose voice does not match the face.

  • Xzamilio

    WOW… Queerty, that Obsorn quip is highly hypocritical given your penchant for indulging this guy’s apparent narcissism. I mean, reallly… if it’s not Osborn, it’s Daley or some straight worshiping of homophobe Aaron Schock.

  • Matthew Tharrett

    @trtoosure: You’re 100% right.

  • BradJd

    Good on scruff for doing something good for the community. If they would have made this announcement video with their shirts off, then I would wonder (although I wouldn’t mind…HA). Go pick on people who actually deserve it.

  • tdh1980

    El-oh-el at Scruff’s being the anti-Grindr. Maybe that was the case once upon a time, but that same pervasive douche-bag attitude has slowly crept into Johnny Skandros’s app over the years. The guys are much less “regular” and definitely far more full of themselves.

    Anyway, Queerty, let’s not call the kettle black when we’re wearing the same color ourselves. You all jumped at every opportunity to post about every supposedly hot celebrity who did that ice bucket challenge.

  • zupeanut

    @trtoosure: Amen! This article is garbage. No matter how you look at it, it’s a generous thing they’re doing. They could be pocketing all that money they’d normally be getting from advertisements. I smell greased palms.

  • Masc Pride

    Matty’s getting SLAMMED. Ouch! lol

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