WhatsApp has this week launched a content partnership in collaboration with sports publication The Players’ Tribune which will be focused around the key message that ‘Privacy Matters’.
Created by London agency Spark Foundry, the new campaign draws attention to the messaging platform’s primary USP: privacy, with multiple layers of protection providing secure communication channels for its users.
Also set to run across Hearst UK’s media portfolio, the campaign will include a range of celebrity athletes including Team GB stars Adam Peaty and Dina Asher-Smith alongside England footballer Jesse Lingard.
In a series of interviews featured in The Players’ Tribune, the athletes will discuss what privacy means to them and the difficulties in maintaining it when living in the public eye.
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Running until 20 November, the campaign follows the release of a series of new privacy measures introduced by WhatsApp earlier this year, which include leaving groups silently, controlling which users can see when you’re online and screenshot blocking ‘view once’ messages.
“Messaging is such an integral part of our day-to-day lives,” Meta strategic planning EMEA, Jeff Fang said.
“We’re proud that users can connect on WhatsApp with complete confidence that what they share will be private and protected. We are thrilled to be working with media powerhouses Minute Media and Hearst to share our commitment to privacy.”
Spark Foundry managing partner, Laura Keogh added: “It’s great to see WhatsApp engaging with superstars of the sporting world, and supporting this message by connecting with trusted titles.
“This collaborative way of working, with the campaign running across both platforms in tandem, is a fantastic way to drive the message home to these audiences.”
