Addressing the challenge of redefining success for young men by targeting harmful stereotypes.

"Happy is the new currency" In a world where traditional markers of success, such as wealth and power, have long dominated media narratives, "Happy is the New Currency (HaPpY Coin)" seeks to redefine what it means to be successful for young men. This big idea posits that true success is measured not by financial wealth or material possessions but by genuine happiness, well-being, and fulfillment in everyday life.

The "Happy Coin" initiative involves collaborating with major brands like Netflix, Uber, and Sony to create a rewards system where young men can earn by telling their definition of success and redeem "Happy Coins." These coins can be exchanged for exclusive experiences on their platforms, reinforcing the idea that happiness and well-being are valuable forms of currency.

During the awareness phase, our partners Netflix, Uber, and Sony will introduce HaPpY-Coin on their social media platforms. They will highlight HaPpY-Coin as the world’s first currency that prioritizes mental wellness, happiness, and self-care. Users will learn how to earn HaPpY-Coins by sharing their definitions of success in real life and tagging the partners in their posts.

On International Men’s Day, the HaPpY-Coin will officially become redeemable. Our target audience will have the opportunity to use their earned HaPpY-Coins for real-life experiences provided by our partner brands, Netflix, Uber, and Sony. This special launch event will showcase how prioritizing mental wellness, happiness, and self-care can lead to tangible rewards and positive experiences.

Sustenance

Earning Happy Coins:

o Watching uplifting content on Netflix.

o Using Uber for social outings, fitness activities, or events.

o Purchasing or engaging with Sony products supporting hobbies and relaxation.

Redeeming Happy Coins:

•• Netflix: Free or discounted subscriptions, exclusive content, special events.

• Uber: Discounted rides, healthy food vouchers,