New York – Vice media is launching Tonic, a new channel focused on the future of health and wellness.
- ‘We found that only 13% of Millennials feel comfortable managing their own health,’ says Vice Media co-president Andrew Creighton
- Vice has also built new online channels this year around gaming and finance
Tonic will contain a mix of original and branded content dedicated to health, wellness and advances in medical science.
Offering frank and real wellness advice with columns including What I’m Freaking Out About Today and International Mom Advice, the publication aims to educate readers about our relationships with doctors, insurance companies and health systems.
‘There is an enormous amount of uncertainty about how healthcare systems will be changed in the next year or so,’ Tonic editor at large Siddhartha Mukherjee told Adweek. ‘We will cover these changes and their consequences through Tonic, putting a real face to the crisis of health insurance in the United States.’
The Big Picture
Science and technology have become enablers for a never-ending optimisation of mind and body, and media brands are adopting a more realistic tone when talking about health and wellbeing. For more, see our macrotrend The Optimised Self.