WhatsApp has launched a content partnership with The Players’ Tribune and Hearst UK. It’s the latest phase of a global brand campaign focused on personal message privacy, highlighting WhatsApp’s multiple layers of protection for users.  

Meta’s media agency, Spark Foundry, in collaboration with Publicis Media Content, brokered the partnership which will run on The Players’ Tribune, as well as across Hearst UK’s portfolio of brands. The campaign showcases talent within the sports and entertainment industry whose personal experiences highlight the importance of message privacy. Running from today until 20 November, the campaign follows the roll-out of new privacy-focused features on WhatsApp announced earlier this month , including leaving groups silently; controlling who can see when youre online; and screenshot blocking for ‘view once’ messages.  

The Players’ Tribune will feature interviews with top British athletes Adam Peaty, Dina Asher-Smith and Jesse Lingard, who will speak about what the concept of privacy means to them, how that has changed since being in the public eye and the effect it has had on their relationships with family and friends.   

Hearst UK has created a series of bespoke videos with WhatsApp. These feature well-known faces such as Miquita Oliver and Malin Andersson, who share their personal stories and perspectives on how WhatsApp’s growing list of privacy features provides protection throughout their private conversations. These will run across the Cosmopolitan, Men’s Health, Women’s Health, Digital Spy and Elle UK’s digital channels.

Sebastiano Rossi, Brand Partnerships Director at The Players’ Tribune owner, Minute Media, said: “Working with WhatsApp to promote privacy really leans into the essence of what we stand for at The Players’ Tribune. We have built the brand on a foundation of trust with athletes which enabled us to secure three tremendous stars who were the perfect fit for this execution. Leveraging our extensive publisher network and out of home partnerships allows WhatsApp to amplify these athlete stories and the importance they put on privacy amongst millions of fans across the UK.”