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The Lad Bible working on ‘big’ rebrand as it redefines the meaning of 'lad'


By Natalie Mortimer, N/A

November 17, 2016 | 3 min read

The Lad Bible, one of the UK’s fastest growing news and entertainment publishers, is planning a “big” rebrand as it continues to evolve its content strategy to appeal to readers that are interested in “positive change”.

Lad Bible

The Lad Bible working on ‘big’ rebrand as it redefines the meaning of 'lad'

The Lad Bible head of marketing, Stephen Mai, revealed the news to an audience at Mindshare Huddle today (17 November) and said that the online publishers still has more to do when it comes to delivering the right content.

“People still want content that looks good, I don’t think we are there yet and we are working on a big rebrand […] what people are aspiring to is to make positive change in the world; we know through our social campaigns that around issues such as climate change people are feeling hopeless, and they want to do something to help. That is what they are aspiring to. We know that generation Z are super socially conscious because they grew up in a world where there was a recession, living standards dropped… that’s why there are so many entrepreneurs and they want to do something positive to fix their situation.”

It comes as the four-year old company looks to redefine the word ‘lad’ and seek a reputation of responsibility that distances itself from its early iteration that led to accusations of misogyny. Part of that strategy is the recent launch of the publishers ‘UOKM8 a three-month campaign to raise awareness of male mental health issues in collaboration with CALM, Samaritans, Movember and the Mental Health Foundation. The campaign includes Everyday Heroes, a series of documentaries that differ to the type of content usually found on The Lad Bible’s channels to drive home idea that it wanted people to notice this content.

“[When it started] The Lad Bible was a 14-year old kid that had just discovered porn,” said the publisher’s junior creative strategist Jordan Schwarzenberger. “But what is amazing is that it has evolved so much away from that as it realised it’s not healthy and not a good attitude to have about the world. People from the outside looked in and said what are you guys doing, why are you promoting being misogynistic, and it took that on board.

“[Now] We are the perfect platform to talk about these issues, we are a mate, people scroll on to their feed and it brings a smile to your face, it’s like that sweet relief from a day of stress. We do provide that nice, fun relief and that creates a good platform to wider issues, we are fulfilling our duty as that mate.”

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