There is a mismatch between the media portrays and personal belief towards success, Gen Z men value day-to-day happiness while the media is still portraying wealth and high social status as the only successful way. Under this situation, 66.5% of millennial men feel that advertising negatively impacts their sense of success and 75% of mental illness emerge between 10 and 24. Unstereotype Alliance is now seeking a media solution to let Gen Z Men redefine success and uplift their mental health. We aim to close the gap between media portrayals and Gen Z men's beliefs for showcasing their success.

People tend to share their remarkable moments on social media (especially, Instagram is the top-used platform for content sharing among Gen Z) and they are comfortable with AI- technology. While believing success is built by the small moments, we see the opportunity to guide people to define their own success by leveraging the top-used social platform and AI technology to bring a new solution to the market.

Our key idea is to launch #EveryMomentCounts which is an AI-analyzing tool on users’ social content, customizing their unique keywords of success, thus guiding them to seek for their own definition of success. As an interactive tool, users can share their results and browse the global ranking of the top keywords. Our target is to let our audience see the diversified versions of success with #EveryMomentCounts.

Gen Z Men (M18-27), Instagram is the first place turn to connect with friends, get inspiration and share their voice. And highly influenced by friends and comfort towards data exchange with personalized offers from social media. The target audience has a positive attitude towards data exchange with personalized offers from social media and is highly influenced by peers and friends which is a good chance to virtually our interactive test #EveryMomentCounts.

The media strategy is to break the media stereotypes surrounding men's success, creating a campaign that aims to transform their perceptions of success via the top video platform – Instagram to create a social virtual by leveraging the AI solution to change perceptions.

Last for half a year into 3 stages - awareness to action. Stage 1 & 2 destroy the existing social norms and lead people to rethink the meaning of success. Stage 3 is the key launch of the social viral campaign to showcase different versions of success to the audience and guide them to find their success.

The campaign will last for half a year and divide into 3 stages -from awareness to action.

Stage 1 is to heat the market by destroying the social norms via Instagram with top-reached platforms to maximize exposure.

Then, stage 2 throws the hook-on audiences the audience, leading them to rethink the definition of success by engaging content.

Finally, stage 3 is the key launch of the social viral campaign - #EveryMomentCounts to showcase different versions of success to the audience and guide them to find their own success.