Suncorp, Telstra and Coles among first brands to partner with ethical social media platform, WeAre8 – mUmBRELLA*


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Ethical and sustainable social media platform, WeAre8 has partnered with some of Australia’s most well-known brands for the launch of the app, where users can be paid to watch advertisements.

The commercial partners for WeAre8 include Suncorp, SBS, Dove, Rexona, Omo, Virgin Australia, Nature’s Own, Coles, and Telstra. WeAre8 describes itself as “the groundbreaking social media app that inspires you, is good for the planet, free-from-hate, puts money in your wallet and celebrates and champions good in the world in just eight minutes a day”.
WeAre8 partners with some of the biggest Australian brands
Alongside the commercial partners, the app has also signed on ten “impact partners” who will benefit from revenue generated from campaigns run on WeAre8, as well as donations. These partners include Adopt Change, Garvan Institute Foundation, The Great Barrier Reef Foundation, National Indigenous Culinary Institute, OzHarvest, Royal Far West, Starlight Children’s Foundation, Take 3 for the Sea, UNICEF and UnLtd.
The platform takes a new approach to advertising, with 50% of revenue going back to its users, with 5% also used to off-set its carbon usage as well as going to its impact partners, with an additional 5% going to its 8Creator fund, “inspiring creativity” on the app.
CEO of WeAre8 Australia, Lizzie Young said: “The calibre of brands who are supporting our launch month in Australia is nothing short of amazing. It speaks volumes about what these brands stand for and their desire to align their values with a social media platform that is good for people and the planet.
Young: ‘The calibre of brands speaks volumes about what they stand for’
“We look forward to demonstrating the impact WeAre8’s advertising experience can deliver brands when you leave people feeling loved and rewarded, along with the ease of transaction through our sustainable ad manager, SAM-i.”
CMO at Suncorp, Mim Haysom added: “Suncorp’s purpose is to build futures and protect what matters, and the partners we choose to align and support are those who share our values and our ambition. WeAre8’s good value proposition is a perfect fit, and alongside the revolutionised ad-experience will help us form a deeper relationship with our customers. I look forward to seeing more Australians embrace a more positive social media experience.”
Marketing director at SBS, Jane Palfreyman also said: “SBS holds a unique place in the Australian media landscape, inspiring all Australians to explore, respect and celebrate our diverse world and in doing so, contribute to an inclusive and cohesive society.
“We are excited to work with WeAre8 and believe it can help us deliver on our Charter, of serving Australia’s multilingual and First Nations communities, by being on their social-purpose led platform.”
Young departed Nine earlier this year to lead the local launch team at WeAre8. She spent 12 years at the media company, finishing up as managing director – local markets & group marketing. Young then hired Danika Johnston from TikTok as chief commercial officer, and Nine’s Luke Robinson as chief marketing officer last month ahead of the launch. 

Calum Jaspan is a senior journalist at Mumbrella, based in Melbourne. He is also the producer and host of the Mumbrellacast.

Killin it Lizzie, keep it up!
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