On National Equal Pay Day (April 2, 2019), NowThis -- the #1 global news brand on mobile -- launched an exclusive media partnership with TIME’S UP. The partnership features NowThis-produced timely news videos across its mobile platforms that spotlight key policy initiatives affecting women in the workplace, as well as the challenges and successes of working women across industries. The goal of the partnership is to leverage NowThis’ massive reach to produce content that shines a light on issues affecting women across industries and around the world.
The collaboration with NowThis marked the largest content partnership for TIME’S UP. TIME’S UP was founded in 2018 at a critical time in Hollywood where women began demanding an end to sexual harassment and the gender pay gap. It has since moved beyond the confines of the entertainment industry and has focused on shifting the paradigm of workplace culture for women everywhere.
We strategically launched our partnership on National Equal Pay Day across all of NowThis’ social channels and nowthisnews.com with a video addressing the gender pay gap featuring California’s First Partner, Jen Siebel Newsom, who talked about how California can lead the way in pay equity.
In just five months since the partnership launch, the team has produced over 30 NowThis x TIME’S UP videos. NowThis editors identify timely news stories that align with the TIME’S UP movement, and have covered issues including workplace gender inequity, paid parental leave, diversity in tech and the gender pay gap.
The partnership also includes spotlight features on powerful working women breaking barriers in their fields, which have resonated immensely with our younger audience. An interview with Kelly Schirmann, a former cannabis laborer who exposed the sexism and discrimination against women in the cannabis industry quickly amassed nearly 500K video views. Another NowThis x TIME’S UP video featuring Jungwon Kim of the Rainforest Alliance detailed why women are essential in the fight against climate change, and the inequity that exists for women in the agriculture industry. In just under two weeks, a video covering Crazy Rich Asians co-writer, Adele Lim's decision to leave the sequel project after learning her white, male colleague was offered 10 times her salary garnered 1.2M video views across Facebook and Twitter. Other spotlight features include toxic work cultures within the healthcare industry, sexual harassment among fast-food workers, advocacy to combat race-based hair discrimination, and underrepresentation in the tech, plumbing and farming industries.
Through our partnership, TIME’S UP was looking to expand the common understanding that its fight extends beyond #MeToo and sexual harassment, and to shed light on gender inequality beyond the high profile coverage of Hollywood and the entertainment industry. Partnering with NowThis enables TIME’S UP to reach 70% of all Americans in their 20’s with the message that gender inequality is a systemic issue impacting a wide-range of industries including healthcare, agriculture, and fast-food among others.
In just five months, the NowThis x TIME’S UP partnership has published 33 videos with the following success:
more than 6.5 MILLION video views
Viewers have spent more than 33,000 hours watch watching our content.
161K engagements across Facebook and Twitter
