San Francisco woman takes to billboards in unconventional search for love
California: In a bold departure from traditional dating apps, a 42-year-old woman from the San Francisco Bay Area has launched a billboard campaign to find a long-term partner. Lisa Catalano, frustrated by dating apps, created MarryLisa.com, a personal website inviting eligible bachelors to apply to date her, and advertised it along Highway 101 using digital billboards and taxi-top ads.
“I never expected I would do something like this in my life,” she told People, expressing how she is almost in shock that she did it.
What led to the idea?
What began as a humorous idea in June gradually evolved into a serious campaign. Each time she felt disheartened by the online dating scene, Catalano returned to building her website as a creative outlet. “Every time I would get frustrated with how the dating scene in general was, I would spend another five, ten minutes just typing away on my computer, making the website as a little creative outlet,” she said.
Her approach centres on simplicity and visibility. The billboards, which launched on September 2, feature a photo of her alongside the website address in large yellow font on a plain black background. Designed to catch the attention of commuters, the ads run in eight-second intervals during peak travel times. The idea struck her when she thought of creative ways to promote the website, to get more people to look at it.
The application form on MarryLisa.com asks potential suitors about their education, occupation, interests, values, and lifestyle. There is also space for uploading photos. Her criteria are clear: she’s seeking someone aged 35 to 45 who is interested in a committed, monogamous relationship and wants to start a family.
“I don’t think I’m being out of line with my non-negotiables,” she said, underlining how she wants to find somebody who leads a healthy lifestyle, is interested in a committed, monogamous relationship, and would like to start a family.
Catalano also places value on alignment in religion and politics. So far, applicants have ranged from as young as 19 to as old as 78.
Following the launch, Catalano said some people assumed she had little dating experience, but explained that she was previously engaged. Her fiancé passed away in 2023 after battling a terminal illness. Returning to dating has felt daunting, with apps not yielding the results she was looking for. “It’s a very strange process to try to get back into dating when you’ve been in a relationship for so long,” she said.
What has the response been like?
Regarding the response to the campaign, she stated that, “It’s almost like a 50/50 split on this. People either love the idea or they hate it,” she said. Some had admired her bravery, finding it inspiring, while others had responded with hate.
Despite the mixed response, she’s received around 1,800 applications and remains hopeful that her future partner may already have reached out. “I think that there’s a guy out there who’s a perfect fit for me, and I think I’m a perfect fit for him. We just have not connected yet,” she said, going to the extent of saying that the person’s application could already be in her inbox.
A vintage shop owner and content creator, Catalano has shared elements of her journey on TikTok, where she’s gained a growing following, according to a report by CBS News. Her light-hearted and open videos have attracted both praise and criticism online.