Overview of the Brief: The Unstereotype Alliance, a thought and action platform convened by UN Women, aims to harness the power of the advertising industry to drive positive change around the representation of men and masculinity worldwide.

Unstereotype Alliance is challenging Young Lions participants to create an innovative media strategy that redefines success for young men, primarily targeting Gen Z men (aged 18-27). The campaign aims to shift perceptions of traditional success, showcasing diverse and authentic success stories. The goal is to create a more inclusive and multifaceted understanding of success.

Objectives:

The objective of the Unstereotype Alliance's campaign is to redefine success for Gen Z men (aged 18-27) by promoting diverse and contemporary representations of masculinity in media. The campaign seeks to:

• Eliminate Harmful Stereotypes: Address and dismantle outdated and regressive portrayals of men in advertising.

• Promote Positive Alternatives: Highlight diverse and realistic definitions of success that resonate with young men, focusing

Creative Idea: Mapped Success

This utilizes Google’s Local Guide to create an interactive, map-based campaign that redefines success by getting the TG to share diverse and authentic success stories.

To achieve this, we will partner with Google to add a new "Add Success Story" option underneath the “rate and review” section on Google Maps locations. This feature allows users to share stories about their meaningful experiences at various locations. By doing so, we create a platform where real success stories are celebrated and inspire others.

Market Research and Data Gathering:

• Audience Insights: They feel the pressure of societal expectations and stereotypes related to success and masculinity. 51.3% say media is likely or very likely to negatively impact how successful they feel.

• Media Habits: They are social media savvy. They actively use Google Maps (1b+ users, 15% of which are active local guides).

Target Audience:

• Demographics: Young men aged 18-27.

• Interests: Exploration, community engagement, self-improvement.

• Behaviour: High use of digital platforms, preference for interactive and visually engaging content.

Media Planning and Approach:

• Primary Platform: Google Maps.

• Secondary Platforms: Social media channels (Instagram, Facebook, YouTube), influencer partnerships, and OOH.

• Engagement Tactics:

o Interactive Maps: Success stories pinned on a map.

o Reviews and Ratings: Users leave reviews and rate success stories.

o Local Events: Host events at mapped locations.

o AI Recommendations: Personalized map suggestions based on user interactions and active searches.

Implementation:

• Interactive Content: Create success story pins on Google Local Guide with multimedia content (videos, images, text).

• Community Building: Establish "Success Circles" on Google Local Guide where users can discuss and share stories.

• Social media amplification: Drive awareness across relevant social media platforms

• Influencer partnership: Partner with travel vloggers and global media personalities to promote the campaign.

• Location Marketing: Serve programmatic ads to geo-fenced areas (OOH locations that attract the target audiences)

• Gamification: Introduce interactive challenges and badges for exploring and contributing to success stories.

Media Channels:

• Google Local Guide

• Social media

• Influencer Collaborations

• OOH

Holistic Approach: Ensure seamless integration between Google Local Guide, social media, and OOH.

Timeline:

• Month 1: Campaign planning, content creation, and initial influencer outreach.

• Month 2-3: Launch the interactive map and begin social media promotion.

• Month 4-5: Influencer activation and campaign sustenance

• Month 6: Analyze engagement data, gather feedback, and refine the campaign.