Put your brand in front of people having a great morning.
Gilbert readers are opted-in, engaged UK adults who choose to start their day with good news. They are in a positive mindset when they see you. For brands that care about brand safety and meaningful association, there is no better moment.
18
Major UK cities
7
Content categories
7 min
Avg session
0
Negative content
Why sponsor Gilbert
Six reasons brands keep coming back
Positive emotional context
Your brand appears when readers feel hopeful, calm and energised. Emotional context shapes brand perception more than almost any creative variable. Gilbert delivers the best emotional context in media.
100% brand-safe by design
No tragedy. No outrage. No politically divisive content. Ever. Your CMO never has to apologise for an adjacency on Gilbert. We curate every story by hand.
Opted-in, engaged UK audience
Gilbert readers actively choose to start their day with us. They open the email, read the stories, and share them. This isn't impressions — it's attention.
Premium attention at scale
Average session: 7 minutes. You're paying for time spent with your message, not a fly-by view.
Halo effect that compounds
Brands consistently associated with positive content see measurable lifts in trust, favourability and purchase intent. The good feeling readers have about Gilbert transfers to you.
Stand out from the noise
While competitors fight for attention next to doom-scroll headlines, you'll be the brand that funded someone's better morning. People remember that.
The science
Why good news is good business
Psychologists call it the affect transfer effect: the emotional state a person is in when they encounter your brand becomes part of how they remember you. Sponsor a doom-scroll, you inherit dread. Sponsor a sunrise, you inherit optimism. Decades of advertising research back this up — and the gap is widening as audiences actively avoid negative news.
1.5× higher
brand trust when a company advertises on a news-brand website compared with a non-news website. Newsworks, 2023
+35%
higher purchase intent when adverts appear on social platforms that people perceive as positive. MAGNA and Pinterest, 2025
84%
of news consumers said advertising within professionally produced news increased or maintained their trust in the brand. IAB and Magid, 2020
Your good news, amplified
You have great stories. Let us tell them.
Most companies are sitting on a pile of genuinely positive stories that never see daylight. They get buried in a corporate blog or a LinkedIn post nobody scrolled to. Gilbert gives those stories the audience they deserve — alongside other good news, in a format people actually want to read.
We work with you as a storytelling partner, not just a media buyer. Bring us the raw material and we'll shape it into something readers love and your team is proud to share.
Stories worth sharing
- A new apprenticeship programme in your community
- An expanded parental leave or mental health benefit
- A charitable partnership or volunteering day
- A sustainability milestone you're proud of
- A product launch that genuinely makes life better
- A team member doing extraordinary work
Recruitment that works
Reach the people you actually want to hire
The best candidates aren't on job boards — they're employed, engaged and quietly open to the right opportunity. Gilbert readers are exactly that: curious, optimistic, values-driven UK adults who care how a company shows up in the world. Showing up in their morning good news email is the most effective way we've seen to attract people who'll genuinely fit your culture.
- → Highlight roles, graduate schemes or apprenticeships
- → Showcase the benefits and culture that set you apart
- → Build long-term employer brand equity, not just one-off applications
- → Tap into city-level targeting across 18 major UK markets
73%
of adults said they would not apply to a company unless its values aligned with their own. Glassdoor and The Harris Poll, 2019
70%
of the global workforce are passive candidates who are not actively job hunting but may consider the right opportunity. Glassdoor, 2026
How we work together
Sponsorship formats that actually fit
Story sponsor
Your brand presents the day's good news drop. Subtle, premium attribution at the top and bottom of the email.
Featured story
We craft an editorial story about your good news — recruitment programme, benefit, community work — and publish it natively in the feed.
Category partner
Own a category for a quarter (e.g. environment, community, kindness). Every story in that category carries your sponsorship.
City takeover
Sponsor every local story in a city where you operate or recruit. Hyper-relevant to your hiring catchment.
Annual brand partner
A full-year strategic partnership with bespoke storytelling, exclusive categories and quarterly insights reports.
One-off campaigns
Tied to product launches, awareness moments or seasonal campaigns. Flexible and quick to activate.
Brand safety
The safest environment in UK media
We built Gilbert specifically because brand safety in news is broken. Programmatic adjacencies can put your logo next to a tragedy in milliseconds. With Gilbert, every single story is read, edited and approved before publication — and the editorial bar is uncompromising.
You're not just buying eyeballs. You're buying certainty.
- Every story is hand-curated by a human editor
- No politically divisive or polarising content, ever
- No tragedy, crime, or distressing imagery
- No clickbait, no doom, no manufactured outrage
- Full editorial review of any story carrying your brand
- Veto rights on any adjacency you're uncomfortable with
What partners say
Brands that get it, get it
"Love what you're building with the good news platform."
— Jonny, HelpBnk
"What you're doing matters more than you probably realise. What really stood out to me was the intention behind your idea. It would be an honour to give you one of our $500 grants to help make it happen."
— John, Drop Dead Generous
Be the brand that funded someone's better morning.
Scroll back up, drop us your details, and we'll send the full media kit within 24 hours.
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