Situation & Brief: There is a huge mismatch between what men think makes them successful and how advertising portrays it. In order to decrease the stereotype of masculinity from young men, the Unstereotype Alliance is calling for a reimagined vision of success. So how to approach as many as young men and present a more diverse contemporary understanding of success for them?

Objective:

Honestly, typical images of success are built in a long time. we are nothing to these young men, why are they listening to us? So the first thing need to do is approaching them in the ways effectively and efficiently.

Media insight: A media we are looking for should be a platform where people already active there.

Insight:

As a generation born out with internet, there is one thing Gen Z must do regularly:

"SEARCHING THEIR NAMES"

However the search results they receive are those who owned high reputation and success in the mainstream. It’s telling our target audience that “ they are much better versions of you.”

creative idea:

GOOGLE MYSELF

A new function of search result for young men to define their own success.

By cooperating with Google, the biggest search engine in the world, we create a new mode of search result for young men to search their names.

Target audience:

Young men between 18-27 years old, who use Google as their search engine every single days.

Media Planning:

Create more chances for these young men to explore more definition of success by their behaviour- EGOSURFING.

Turn search results of names into a content these young men could create while erase the harmful cycle of the stereotype affect on media.

Approach: By the biggest search engine-Google to approach Gen z young men. And follow their culture behaviour to change the game rule of search results.

1. In the month of IMD, while people use google to search for their name, they won’t have results of people with high reputation and success. However they are allowed to create the best version of the name by sharing their stories and shout out the reason why they are the best version of their name!

2. Based on the stories, the algorithm of google search engines can be modified so all the versions of a name can be found easily and be honored as the best versions. There’s no more “a better version of a name” result while people google themselves.

3. After 30 days, google will announce this big change of algorithm and call for more stories from young man to modify algorithm together and presents a more diverse,

contemporary understanding of success for them.