After two years of building a formidable traffic machine, Upworthy is now trying to turn its visitors into actual revenue, positioning itself as the home for brands with a meaningful story to tell.

The site has inked a deal with Unilever to help the company promote its Project Sunlight, a campaign focused on ensuring that every child lives to his or her fifth birthday. The promotions will include both native ads from Unilever as well as a special section curated by Upworthy editors that Unilever will underwrite. The content will highlight “children and adults working to make the world better and more sustainable.”

Upworthy is a site that curates and repackages content with headlines built to share, aiming for meaningful stories instead of posts about side boobs and personality quizzes, it says. Traffic has grown sharply in the last year, to 12.3 million unique visitors on mobile and desktop devices in the U.S. this February, up 279% over the month a year earlier, according to ComScore.

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