Unilever and Upworthy to support Project Sunlight scheme

Unilever has signed a new agreement with online news website Upworthy to support its ongoing corporate social responsibility scheme Project Sunlight.

The new partners aim to match the aspirations of Project Sunlight to the socially conscious Upworthy audience via the capturing of rich content that shares the spirit and values of the project.

Launched last November, the project is a global initiative that aims to inspire people around the world – particularly families with children – to embrace sustainable living, mobilising its key brands such as Lifebuoy, Dove, Omo, Persil, Surf, Lipton, Magnum and Knorr.

The content strategy, distribution and reader engagement collaboration with Upworthy will focus on shared learnings and will help Unilever reach out to more people.

Marc Mathieu, Unilever's senior vice-president for global marketing, said: "Upworthy attracts a huge community of highly influential, socially conscious citizens – people who share our goal of building a better future for children."

This comes after the firm partnered with seven companies last month as part of its innovative digital marketing initiative, Go Global.