Happiness Journey 2018 Agenda and Proposal

AN INVITATION TO PARTNER WITH AN INITIATIVE OF THE UAE GOVERNMENT

MARCH 16 – 20, 2018 DUBAI, UAE

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“The most important achievement of the union, in my view, is the happiness of the community” His Highness the late Sheikh Zayed Bin Sultan Al Nahyan

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“Happiness and positivity are a lifestyle, government commitment and a spirit uniting UAE community” His Highness Sheikh Mohammed bin Rashid Al Maktoum Vice President and Prime Minister of the UAE, Ruler of Dubai

“Happiness is a journey focused on all segments of the UAE society, and the role of the government is to create an enabling environment to achieve this goal”

H.E. OHOOD AL ROUMI Minister of State for Happiness, Wellbeing and Quality of Life Her Excellency’s role is to foster happiness & wellbeing at work, spread awareness of authentic happiness in society and introduce happiness and wellbeing as a lifestyle that enhances the quality of life for the community.

H.E. Ohood Al Roumi is also Director General of the Prime Minister’s Office of UAE. She oversees multiple strategic projects and initiatives such as UAE Vision 2021, The National Agenda, the UAE Government Strategy, The National Strategy for Innovation, Mohammed Bin Rashid Centre For Government Innovation, Government Performance Management System “Adaa”, Sheikh Khalifa Government Excellence Program, Mohammed Bin Rashid Government Excellence Award, UAE Government Leaders Programme, Emirates Government Service Excellence Program, Global Star Rating System for Services, Best M-Government Service and Mohammed Bin Rashid Policies Council.

The Happiness Journey (HJ) is an annual weeklong experiential event in Dubai, which concludes with the celebration of the International Day of Happiness on March 20, 2018.

The Happiness Journey is an initiative by the National Program for Happiness and Positivity (NPHP), the first event of its kind in the world, the effort of the UAE Government to strengthen the happiness and wellbeing quotients of its citizens and visitors, at a time of change, challenges and new growth - to provide support and positivity to the community as we move forward towards a brighter future together.

During the Year of Zayed, where the values of happiness, compassion and human development take center stage, the HJ is a defining destination event in the UAE that puts the nation front and center as a global happiness hub.

To spread awareness on a healthier and happier lifestyle and become a beacon of inspiration for the world.

THE MISSION

Bringing happiness and positivity as a fundamental lifestyle value for the UAE community, which encompasses citizens, residents, tourists, investors, explorers, adventurers and even travelers in transit.

The Happiness Journey aims to be a global movement which raises awareness of the science behind wellbeing, happiness and positivity through multi-sensory, experiential practices.

The key features of the Happiness Journey in 2018 • The Happiness Carnival • The Happiness Journey Experiences • The Happiness Award

An event endorsed by the United Nations Foundation and in partnership with the world’s leading authorities on Happiness from the top institutes of the world.

The event will draw over 45,000 people to Dubai from March 16 – 20 and with its association with Cirque du Soleil, the Carnival will be a highlight, with floats, singers and performing artists, as well as celebrities such as Oprah (TBC), Selena Gomez (TBC), Deepak Chopra, Matthieu Ricard (The Happiest Man in the World) among other leading authorities on Happiness.

People-oriented narratives such as family, friendship, health, education, music, art and writing are values at the heart of this Journey, designed to enrich people with insights, practices and happiness disciplines to integrate into everyday life, to experience greater levels of happiness and wellbeing.

THE 2018 CALENDAR

17th

March 2018

Carnival

19th Experiences

Launch

16th

Closing on the International Day of Happiness

Experiences

18th

20th

THE AGENDA – DAY ONE First Carnival of its kind in the world that celebrates life and the values of happiness, wellbeing, family and togetherness.

Date: Opens on March 16, 2018 Venue: Meraas City Walk Event: The Happiness Carnival Expected Attendees: 45,000

In association with Cirque du Soleil, with creatively fabricated floats, singers and performers, costumed characters, and other favorite show artists on the lines of the Macy’s Thanksgiving Parade in New York or the Rio Carnival, the Happiness Carnival will feature the symbolism of happiness and its values in the UAE and beyond, creating joy and a sense of celebration amongst the participants.

The Carnival Parade will move through the Meraas City Walk for 3 hours and will be a spectacular sight covered by national and global television and media.

It will also feature the nation’s most beloved leaders participating in the event alongside the community.

THE AGENDA – DAY TWO The second day of the Happiness Journey will open with motivational and interactive sessions on happiness and positivity with celebrity speakers (to be announced).

Date: March 17, 2018 Venue: Dubai Design District Event: The Happiness Journey Expected Attendees: 45,000

Multiple forums and events are presented at the Journey, open to all members of the community in an atmosphere that is safe, secure and inclusive.

Experiences will be created with the overarching theme of Happiness and Wellbeing: • Mind Wellbeing (Mental Health) • Physical Wellbeing • Emotional Wellbeing Engaging experiences that resonate with happiness such as food, fitness, yoga, fun sporting activities, movies, art, photography, live music and more.

International experts on Happiness and Positivity will give pointers and deliver special sessions on the topics. These empowering sessions are built around content that is usually not available to the members of the community who are not otherwise exposed to expensive therapy or motivational talks. *Each day will feature a theme which is a narrative of happiness with a range of activities around it. For example, health, hygiene and wellbeing.

THE AGENDA – DAY THREE The third day of the Happiness Journey will open with motivational and interactive sessions on happiness and positivity with celebrity speakers (to be announced).

Date: March 18, 2018 Venue: Dubai Design District Event: The Happiness Journey Expected Attendees: 45,000

Multiple forums and events are presented at the Journey, open to all members of the community in an atmosphere that is safe, secure and inclusive.

Experiences will be created with the overarching theme of Happiness and Wellbeing: • Art/Music/Entertainment • Gastronomy & Healthy Nutrition • Mindfulness • Kindness Engaging experiences that resonate with happiness such as food, fitness, yoga, fun sporting activities, movies, art, photography, live music and more.

International experts on Happiness and Positivity will give pointers and deliver special sessions on the topics. *Each day will feature a theme which is a narrative of happiness with a range of activities around it. For example, family, home and parenting.

THE AGENDA – DAY FOUR The fourth day of the Happiness Journey will open with motivational and interactive sessions on happiness and positivity with celebrity speakers (to be announced).

Date: March 19, 2018 Venue: Dubai Design District Event: The Happiness Journey Expected Attendees: 45,000

Multiple forums and events are presented at the Journey, open to all members of the community in an atmosphere that is safe, secure and inclusive.

Experiences will be created with the overarching theme of Happiness and Wellbeing : • Optimism • Compassion • Wisdom Engaging experiences that resonate with happiness such as food, fitness, yoga, fun sporting activities, movies, art, photography, live music and more.

International experts on Happiness and Positivity will give pointers and deliver special sessions on the topics.

Global celebrities who will speak on happiness for every day and everyone. *Each day will feature a theme which is a narrative of happiness with a range of activities around it. For example, sustainable lifestyles, friendships, and support systems.

THE AGENDA – DAY FIVE The closing day of the Happiness Journey will open with motivational and interactive sessions on happiness and positivity with celebrity speakers (to be announced).

Date: March 20, 2018 Venue: Dubai Design District Event: The Happiness Journey Expected Attendees: 45,000

HAPPINESS AWARD 2018 The Happiness Award will celebrate and award 10 Happy Minds through nomination process.

Engaging experiences that resonate with happiness such as food, fitness, yoga, fun sporting activities, movies, art, photography, live music and more.

International experts on Happiness and Positivity will give pointers and deliver special sessions on the topics.

Global celebrities at mini speaking events within the Journey.

The Launch of the Happiness Award The annual Award ceremony will be presented for the first time this year, in the journey. Nominees will be across the community, and the ceremony will feature exceptional people who are pre-selected according to precise criteria among many categories, i.e. children, women, men, families, etc.

This will be the highlight of the Happiness Journey and celebrate ordinary members of the community in extraordinary ways.

Bespoke and special feature events are being crafted for the closing ceremony and will be shared soon.

Our media outreach, with support from key local and international media and telecom partners, will ensure that the news and vibrancy of the Happiness Journey reaches over a billion people.

Positive social media engagement with over 1M impressions

Endorsed by the

UNF

International Day of Happiness

40,000+

or more spectators and participants from all walks of life Over 200 nationalities together in harmony and happiness

Coverage across national and global media platforms A unique Happiness Carnival celebrating life

HAPPINESS AMPHITHEATER AND PAVILION

BE INSPIRED – MEDITATION, ZEN, YOGA CENTER

BE HEALTHY – VITAMIN CHALLENGE

MEET THE HAPPY COACH

HAPPINESS EXPERIENCES: HAPPY CINEMA KID’S PLAY AREA DATA DISPLAY

The installation of the Happiness Monument/Sculpture as a landmark and reminder for the community to “Make time for Happiness�.

UNVEILING OF THE HAPPINESS MONUMENT

The Happiness Monument is expected to become a national meeting spot to create happy memories and positive moments for families, corporates, students and visitors from all over the world.

LAUNCH OF THRIVE GLOBAL MIDDLE EAST

Thrive Global is a market leader taking on stress and burnout by offering companies and individuals science-based solutions to enhance wellbeing, productivity, performance and purpose and create a healthier relationship with technology.

HAPPINESS JOURNEY EXPERIENCES

Gratitude Phone booths Call someone dear to you and share how thankful you are to them

The Skylab The most beautiful things happen outside of your comfort zone

Examples of multisensory, interactive experiences (sight, smell, taste, touch, sound).

The life size coloring walls are a great way to incorporate mindful coloring. The colorful walls can incorporate fun facts and interactivity on color therapy, and smells.

*Click the play icon to watch the video

HAPPY FILMS

Open air Cinema Festival with Happiness as the main theme.

Partner Ads can be played between the films. It’s a popular activation for all age groups and can become a social environment with huge influence opportunities for organizations.

HAPPY PHOTOGRAPHY

Photography exhibitions and events organized in the UAE with Happiness as a theme.

HAPPY FITNESS

Health, fitness and wellbeing on priority at the Happy Fitness events across UAE.

ACTIVATIONS THROUGH THE OTHER EMIRATES SHARJAH AJMAN

RAS AL KHAIMAH FUJAIRAH ABU DHABI MARCH 1, 2018

MARCH 2, 2018

MARCH 3, 2018

UMM AL QUWAIN MARCH 8, 2018

MARCH 9, 2018

MARCH 10, 2018

PARTNERSHIP CATEGORIES & OPPORTUNITIES

HAPPINESS GIVERS FEATURED GIVERS SUPPORTING GIVERS

AED 5 MILLION AED 3 MILLION

AED 1 MILLION

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Carnival floats/branded product elements showcased through the Happiness Walk of the Carnival at the Happiness Journey for first hand experience and product placement.

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HAPPINESS GIVER PARTNERSHIP BENEFITS

Happiness Kiosks (Rest Stops) for people to stop, rest and enjoy a HAPPY experience by the partner.

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Product Placement – the partner’s brand messaging can be integrated into the HJ.

Bespoke deliverables to be discussed with the partner and key messaging aligned with happiness, youth, family, fun, good times and togetherness.

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Happiness experiences can be curated and presented by the partner for endconsumers/participating public.

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Consolidated Social Media campaign - #HappyWith<Partner>.

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Appropriate position of partner’s logo across collateral, online and offline communications.

HAPPINESS GIVER PARTNERSHIP BENEFITS Bespoke deliverables (continued).

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Press integration through joint messaging strategy (press stories to carry the respective boiler plates).

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Branded content through social media campaigns and editorial content. Creative videos, testimonials and endorsements posted throughout the year.

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Event branded t-shirts, fun and meaningful merchandise for partner’s messages.

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Emailers/newsletters to curated databases to enhance the happiness message/brand exposure. Also, to create awareness of developing happiness as a habit.

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Benefits from Media Partners of the Carnival/Happiness Journey.

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Certificates and giveaways to engage participants, and reinforce the happiness experience.

HAPPINESS GIVER PARTNERSHIP BENEFITS PRE-EVENT Logo visibility and brand awareness on: • Social media • Website • Invitation and announcements

DURING EVENT Logo visibility and brand awareness on: • Social media • Website • Invitation and announcements

POST-EVENT Exclusive invites to happiness & positivity events

Strong local, regional and international exposure – Government, public sector, private sector, individuals, social media influencers

Brand awareness and visibility at the Happiness Journey venue through innovative partnership ideas and through curating of bespoke Happiness experiences

Logo image visibility and brand awareness on: • Media engagement through press stories and episodes • Social media stories on fun, youth, family and togetherness with the partner • Website

Strong local, regional and international exposure – Government, public sector, private sector, individuals, social media influencers

Official partnership exposure

Strong local, regional and international exposure – Government, public sector, private sector, individuals, social media influencers

FEATURED GIVER PARTNERSHIP BENEFITS PRE-EVENT Selected Logo visibility and brand awareness (second-tier) on: • Social media • Website Selected local, regional and international exposure (second-tier) – Government, public sector, private sector, individuals, social media influencers

DURING EVENT Logo visibility and brand awareness (secondtier) on: • Social media • Interviews • Website Brand awareness and visibility (second-tier) at the Happiness Journey venue through innovative partnership ideas and through curating of bespoke Happiness experiences Selected local, regional and international exposure (second-tier) – Government, public sector, private sector, individuals, social media influencers

POST-EVENT Exclusive invites to happiness & positivity events Official partnership exposure (second-tier) Limited Logo image visibility and brand awareness (second-tier) on: • Press stories and episodes • Website Limited local, regional and international exposure (second-tier) – Government, public sector, private sector, individuals, social media influencers

SUPPORTING GIVER PARTNERSHIP BENEFITS PRE-EVENT Logo visibility and brand awareness (thirdtier) on: • Social media

DURING EVENT Logo visibility and brand awareness (thirdtier) on: • Selected Social media

Local exposure (third-tier)

Brand awareness and visibility at the Happiness Journey in public areas only Local exposure (third-tier)

POST-EVENT Limited invites to happiness & positivity events Logo image visibility and brand awareness (third-tier) on: • Media engagement through press stories and episodes

BRANDING GLIMPSES SNAPSHOTS FROM 2017

Curating of Experiences

in partnership with C2

*Snapshopshots from 2017

MARCH 16 â&#x20AC;&#x201C; 20, 2018 For more details on participating at this unique UAE Government initiative, please contact: Malini N. Menon Advisor UAE National Program for Happiness and Positivity Mob: +971 50 429 4994 Tel: +971 4 330 4433 @happyuae www.happy.ae #happyuae