NowThis and Calm Partner to Counter-Program Election Day With Soothing Content

“America is Beautiful” Livestream to Highlight Country’s Beauty and Feature Meditation and Breathing Exercises to Keep Calm with NowThis
Company Release
October 30, 2020

NEW YORK – October 30, 2020 – Today NowThis, the no.1 most-watched mobile news brand globally [Tubular Labs, June 2020], announced a new partnership with Calm, the #1 app for meditation and sleep, for the 2020 election. To give audiences a reprieve from the stress of election coverage and voting returns, NowThis will create a live stream experience to help audiences stay optimistic and calm in the hours before polls close and throughout the night as results begin to come in nationwide.

The NowThis live stream will feature peaceful vistas from across the country in celebration of the unique beauty in each of the 50 states, integrated with “moments of Calm” providing viewers with meditative activations including breathing exercises. The stream will be cross-promoted on both NowThis and Calm’s social media platforms.

"As the leading news brand for young people, NowThis often covers important news of the day with hope and optimism,” said NowThis’ Chief Content Officer Tina Exarhos. “With voters across the country experiencing a uniquely stressful election, NowThis is excited to partner with Calm to add counter-programming to our coverage, providing a respite for audiences as Election Day comes to a close.”

NowThis’ huge young audience has been very engaged with political coverage ahead of this pivotal election, and as of October 26th young voters aged 18-29 have already cast an astounding 5 million votes, dramatically outpacing the early votes cast by this demographic at the same point in 2016. With young voters poised to make an impact at the ballot box, including in key swing states, NowThis will continue to inform and engage its audience on election issues in the final days before November 3rd.

About NowThis:
NowThis is the #1 mobile news brand in the U.S. [Nielsen DCR, June 2020]. They have a singular mission: to make news engaging and relevant for young adults by humanizing our complicated world. By providing insightful context from a youth perspective, NowThis has revolutionized how news is consumed today. Launched in 2012, NowThis’ entertaining, inspiring and informative videos are created for a mobile generation and receive over 2.6 billion monthly views [platform analytics, June 2020]. In December 2016, NowThis joined forces with Thrillist, The Dodo and Seeker to form Group Nine Media -- the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020].



Priyanka Mantha

Director of Communications, NowThis


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