Social issues driven content site partners with brand
The partnership is connected to Go Global, a program that partners digital companies that are ready for international expansion with some of Unilever’s flagship brands. Upworthy and Unilever will be partnering on content strategy, distribution and reader engagement through a collaboration focused on shared learnings.
Built around a common purpose, the partnership aims to capture rich content that shares the spirit and values of Project Sunlight to help inspire and build momentum behind a positive movement for change that is already happening.
"Upworthy attracts a huge community of highly influential, socially conscious citizens - people who share our goal of building a better future for children," said Marc Mathieu, Unilever Senior Vice President Global Marketing. "Our partnership will include work for several of our brands, and we are looking forward to seeing how effective story-telling can help us engage with people more meaningfully."
“Unilever’s ability to affect positive change in childhood health on a global scale is something that’s enormously important to the Upworthy community,” said Upworthy Co-Founder Eli Pariser. “We’ll begin by highlighting the best of Project Sunlight content as well as curated content from across the web aligned with the initiative. We look forward to expanding our support of important work being done by specific Unilever brands. A post we shared on Dove’s campaign to improve women’s body image was one of the most popular posts with the Upworthy community in 2013.”
Launched on Universal Children's Day on 20 November last year in Brazil, India, Indonesia, the UK and the US, Project Sunlight is designed to appeal to people everywhere, and in particular parents, encouraging them to join what Unilever sees as a growing community of people who want to make the world a better place for children and future generations.
With its scale, high levels of engagement and authoritative core community the collaboration with Upworthy is a perfect fit that it is hoped will inspire people to join the Project Sunlight movement and take individual actions that together can help contribute to a better society and environment.
Notes for the editor
For more information, please contact Adam Fisher, Unilever Corporate Media Relations on +44 (0)207 822 5082 or adam.fisher@unilever.com
About Upworthy
Upworthy brings massive amounts of attention to things that matter in the world. Every day, curators unearth and spotlight awesome, important content using a proprietary approach that combines deep social science, strong voice and a passionate community. Co-founders Eli Pariser and Peter Koechley have raised $12 million in initial financing from a group that included prominent venture capital firm Spark Capital, the Knight Foundation, and leading individual investors such as Facebook co-founder Chris Hughes, Reddit co-founder Alexis Ohanian, and BuzzFeed co-founder John Johnson. Each month, more than 50 million people experience Upworthy content. Learn more at upworthy.com.