Unilever has been named the first official brand partner for Upworthy, the site that utilizes viral content to raise awareness of social issues.

The partnership is part of Upworthy’s new plan to allow businesses to pay for sponsored posts, or commission its staff of viral experts to create shareable content. Upworthy says it won’t use traditional expandable banner ads, opting instead for paid ads that will resemble editorial content.

For Unilever, its part of its new marketing strategy, ‘Crafting Brands for Life.’ Unilever’s campaign will promote its sustainability initiative, Project Sunlight, which advocates for greener living habits to benefit the world’s children.

Marc Mathieu, Unilever senior vice president global marketing, said, in an article in The Drum:

“Upworthy attracts a huge community of highly influential, socially conscious citizens – people who share our goal of building a better future for children.”