LONDON APRIL 3rD 2019
An editorially-independent platform taking on societal issues
Today, VICE launches a new editorially-independent media platform which will look to positively impact people’s behaviour and tackle some of society’s biggest issues, from our dependence on fossil fuels to the overconsumption of sugar or plastic. The inaugural project, a global mission to quit cigarettes, will first launch in the UK funded by Philip Morris International. This is not an advertising campaign - VICE retains editorial control. The standalone site, outside of the VICE UK channels, will not promote e-cigarettes or any tobacco products. The ambition is that this initiative will also rollout to other markets beyond the UK in time.
Background for Change Incorporated
This April, global media brand VICE will launch www.changeincorporated.com, an editorially independent channel that aims to create measurable social change on some of society’s biggest issues that are important to VICE’s audience.
88% of VICE’s audience want to see real change “in their lifetimes” but as 66% do not trust the government to do what's best for people like them, VICE’s missions on the new platform will aim to show all sides to any argument and let people make up their own minds2.
Change Incorporated will invite businesses and industry leaders to be part of the solution, by addressing problems from the inside-out and through support for the best journalism and editorially independent content.
Change Incorporated’s first mission will be to get the UK to ‘Quit Cigarettes’.
Dominique Delport, International President VICE MEDIA Global, comments, “VICE has always had a revolutionary spirit, so we are going to focus that effort into helping create the biggest measurable change that matters to our community. We have never shied away from taking risks to tell the tougher stories and uncover the facts, so while we are starting with a mission to get the UK to quit cigarettes, this is the start of a bigger global ambition through Change Incorporated where we will look at ending the use of single-use plastics, reducing sugar consumption and reducing our reliance on fossil fuels.”
Quit cigarettes - the first mission in the UK
Smoking is the largest preventable cause of premature death in the world and costs the NHS around £2 billion every year, yet around 7.4 million people in the UK still smoke cigarettes4,
40% of VICE’s audience currently smoke, more than double the UK average, with 60% saying they want to give up for good3. On a nationwide level 78% of UK smokers surveyed say they want to quit1, but as only 6% succeed annually4 Change Incorporated hopes to be able to contribute to these efforts.
At www.changeincorporated.com, films and articles will explore the scientific and societal aspects of smoking, to encourage debate and provide support for people wanting to quit the habit, from an up-close look at the tobacco industry to the reasons why it’s so hard to give up. Voices from healthcare, industry and politics will be invited to share their opinions to tackle complex issues.
The funder for this initial mission will be Philip Morris International with one single measure of success: the number of people Change Incorporated can get to attempt to stop smoking cigarettes in the UK, audited by an independent third party.
The funding agreement guarantees VICE has editorial control and independence, and the mission will allow critics to voice their opinions as well as be consistent with the UK Government’s Tobacco Control Plan.
About VICE Media
VICE is a global media brand. Launched in 1994, VICE now operates in nearly 40 territories worldwide across mobile, digital, and linear platforms. VICE operates an expanding international network of digital channels; a television and feature film production studio; an Emmy-winning international television network, VICELAND; an Emmy-winning weekly news magazine show on HBO; an Emmy-winning nightly news series on HBO; Virtue, a global, full-service creative agency with 26 offices around the world; a magazine; and a record label.
VICE's award-winning programming has been recognized by the Academy of Television Arts & Sciences, Peabody Awards, Sundance Film Festival, PEN Center, Cannes Lions, Frontline Club, Knight Foundation, American Society of Magazine Editors, LA Press Club, James Beard Awards and Webby Awards, among others.
1 Source: Exclusive survey conducted by Savanta, 2,375 UK residents aged 18+, March 2019
2 Source: VICE UK Media audience insights, January 2019
3 Source: VICE Media audience insights, September 2018. Respondents aged 18+
4 Source: World Health Organization, 2011 WHO report on the global tobacco epidemic, 2011