Every day, nearly 4 million people log onto their Grindr account. Since its launch in 2009, 27 million people have downloaded the app. Needless to say, it’s the “world’s largest social networking app for gay, bi, trans, and queer people.”

But unfortunately, like most social media outlets and dating apps, it’s no stranger to "racism, bullying, or other forms of toxic behavior."

Introducing: “Kindr”

According to Grindr and some of its users, the biggest problems on the app are sexual racism, transphobia, and fat shaming. In an effort to combat bully in the app, the social media company recently introduced their “Kindr” campaign.

"Online discrimination has reached epidemic proportions affecting not only Grindr but other social networks,” Landen Zumwalt, head of communications at Grindr, said in a statement. “Our 'Kindr' initiative is a rallying call for Grindr and our community to take a stand against sexual racism and all forms of othering.”

The campaign, which went into effect in late September, hopes to lower the number of negative, offensive, and hurtful comments and interactions on its app by putting new community guidelines into place, as well as stricter policies, and a number of different awareness-raising videos. Just a few days after its release, their first awareness video received more than 100,000 views.

The biggest policy change is the app’s zero tolerance for discrimination. If a person is discriminating, harassing, or abusing another user, they will be banned.

Social Media’s Reaction

The reaction to the Grindr’s “Kindr” campaign has been very positive. Though many people question how well the campaign will actually combat negative behavior, many people are still praising the company for trying to tackle such a large, widespread problem.