Irish Life backs Mediahuis wellbeing series hosted by Mrs Smart Money

Mediahuis Ireland and Irish Life have launched “I’ll Start Today”, a cross-platform content series covering mental, physical and financial wellbeing, showing how a sponsorship partnership can extend an insurer’s brand platform into publisher-produced content across audio, video, print and social channels. Hosted by Kel Galavan, also known as Mrs Smart Money, the series features expert guests discussing everyday questions about money, health and wellbeing, with an emphasis on practical steps audiences can take.

The series is available across audio and video platforms, supported by native content on the Irish Independent and activity across print and social channels. Topics include making money work harder, improving personal wellbeing and developing lasting habits through achievable changes.

Irish Life is an Irish life assurance, pensions and investment group founded in 1939 and based in Dublin, with relationships with more than 1.6 million people, around one in three adults in Ireland. It has been part of Canada’s Great-West Lifeco since 2013.

Mediahuis Ireland is a Dublin-based publisher of the Irish Independent, Sunday Independent, Belfast Telegraph and Sunday World, founded in 1904 and owned by Belgium’s Mediahuis group.

Core Sponsorship and Zenith brokered the partnership.

Richard Daly, brand and advertising manager at Irish Life, said the partnership extended the insurer’s brand platform into content, bringing it to life beyond traditional advertising by turning complex topics into practical, engaging conversations, and that combining trusted expertise with national reach helps people make more informed decisions about their health, wellbeing and financial future.

Gemma Kavanagh, client director at Core Sponsorship, said the opportunity centred on a shared ambition to help audiences turn intentions into action, with the series connecting Irish Life’s expertise to Mediahuis storytelling and audience reach while putting people’s everyday questions at the centre.

Gill Verrecchia, partnerships lead at Mediahuis, said distributing the series across several formats gives audiences different ways to access the content, and that Kel Galavan and a range of expert voices make the conversations accessible and engaging.

For the sector, the partnership shows how sponsorship agencies and media buyers are brokering brand-funded content series that combine publisher production, creator talent and multi-format distribution, moving sponsorship beyond logo placement into editorial-style programming.

Source: AdWorld.ie