The Unstereotype Alliance aims to redefine how success for Gen Z men is portrayed in advertisements. Harmful stereotypes in media damage men's mental health and present an inaccurate idea of success, which doesn't align with their views.

Young men are born and raised in gaming. Gaming is the world's biggest form of entertainment; millions of young men play every day. In fact- 88% of Gen Z play games, while 68% of them view gaming-related content. Every year, they play more than 1000 hours.

We need a media strategy to redefine success for men in a way that resonates deeply with the target audience.

The problem with some popular games is that they portray unhealthy ideals for men. In the Gen Z favorite, Grand Theft Auto (GTA), this is evident. The game rewards reckless behavior and reinforces harmful stereotypes of men, encouraging criminal acts like car theft and fighting.

Our idea is to create the GoodGuys mod, an extension for GTA that promotes better ideals and behaviors. In GoodGuys, players are rewarded for befriending NPCs (Non-Playable Characters), helping others, or spending time with family at the park.

By creating the GoodGuys mod, we become hyper-relevant to the target audience. We combine earned and paid media channels to maximize impact and cost efficiency. Influencer activations on preferred social platforms (>80% of the target audience is on Youtube, >50% is on Twitch and 60% is on TikTok) will showcase creators and gaming profiles playing the mod, spreading the word, and encouraging downloads. Additionally, we will conduct a broad media outreach, including gaming and tech media and social forums like Reddit.

Step 1:

Infiltrate Reddit through teasing content. We will create a trailer for the mod, showcasing a completely new, kinder version of GTA. This will spread the word among gamers internally.

Step 2:

Influencer activations on Twitch, YouTube, and TikTok. On Twitch and YouTube, gaming profiles will try out the game in a livestream, discussing the initiative and encouraging more people to play. On TikTok, we will encourage creators to duet in-game content.

Step 3:

Media outreach. We will create press releases for widespread media, including gaming and tech outlets.