Vice and Multinational company, Unilever are working together to launch a new women’s focused content channel called Broadly. Dove and Vaseline will be sponsors and co-creators of content for the channel. It will launch in August and exist on Vice’s own properties and will also be distributed elsewhere such as YouTube, Snapchat, and TV.
Broadly will concentrate its editorial focus on women’s issues such as reproductive health, women in conflict zones, and workplace policy. The team currently has around 20 staff, led by former Jezebel writer Tracie Egan Morrissey.
Chief Creative Officer of Vice, Eddy Moretti said the idea for the women’s channel came about after Broadly publisher Shannon Kelley and a team of about 30 women at Vice “knocked on the door one day and said: ‘There’s stuff happening here, there’s a shift in attitude about women’s issues. But there’s a void, a white space … there a lot of other sites based around reactionary commentary, wagging fingers at people saying or doing the wrong thing.'”
Unilever’s chief marketing and sustainability officer, Keith Weed explained that the partnership made sense for his brands because more than 70% of its sales come from women.
Unilever had partnered with Vice previously. The publisher launched a website about sustainability issues last year, Collectively, which became a non-profit organization in November. Collective partners included Unilever, Coca-Cola, Google, Twitter, Nike, WPP, McDonald’s, and Carlsberg.
