Unilever supports new VICE channel focused on what matters most to women


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Unilever supports new VICE channel focused on what matters most to women

Related tags Creativity

For the first time, Unilever has entered into a multi-year partnership with youth brand VICE in support of its summer 2015 launch of its female-focused channel, Broadly, with the hope that some of its beauty brands will help engage consumers.

The Broadly channel will provide daily editorial, franchise video series, and long-form documentaries covering subjects that matter most to women; spanning politics, culture, sex, and fashion, aimed at VICE’s dynamic young audience.

Having worked together since 2012, Unilever will now support VICE’s mission of delivering the content through media and sponsorship of original Broadly franchises.

“This platform represents a perfect opportunity to combine VICE’s reach and relevancy with the authenticity and values of our brands, which include Dove and TRESemmé,”​ says Keith Weed Chief Marketing and Communications Officer at Unilever.

“We believe that Broadly can drive purposeful, authentic and lasting conversations with our consumers, particularly the worldwide community of young women who can now engage with content that focuses on what matters most to them.”

Broadly beliefs

Eddy Moretti, Chief Creative Director at VICE, believes that Unilever’s support of the Broadly vision is a great boost given its global appeal.

“It’s truly amazing to see a huge global brand strive to get out ahead of the cultural curve and support a storytelling platform dedicated to young women everywhere,"​ he says.

“We’re proud to be able to launch a new channel devoted to women’s issues, it’s a statement of our continued commitment to documentary storytelling that reveals the world we live in today.”

Moretti explains that the Broadly project is important as it will tell stories that are important to women that are not currently being told or are getting told in the wrong way, which he says is just as bad.

As part of the Cannes Lions Festival of Creativity, Broadly hosted a panel discussion between Amel Monsur (Creative Director, Broadly), Sarah Shapiro (Director/Producer), Rose Troche (TV and Film Director), and Gail Tifford (Senior Director of Media and Engagement Strategy, Unilever North America), focusing on the channel’s mission, in addition to plans for its launch and beyond.

“Now, more than ever, we need a platform for women that offers them a sustained and consistent focus on the issues that they care about, from their point of view,”​ says Shanon Kelley, Publisher, Broadly, who will lead the project with Tracie Egan Morrissey.

“VICE aims to address this need with Broadly, and Unilever’s willingness to support the channel is not only a testament to its belief in what we do at VICE, but to its ideals as a brand, overall.”

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