Imagine this: you turn on your favorite station or look through your social media accounts and see an ad that simply feels right. It might have volunteers picking up trash on the beach. Or maybe it shows how a simple act of compassion can have a great effect. That’s what positive media promotions is all about: stories that give you hope, make you want to do something, and make you feel better than when you got there.

Everyone has seen ads that play on fear, worry, or drama. But more and more people want stories that make them happy. Why? Science really wants you to be happy. Dopamine dances with joy when stories make us feel good or pleased. Parents talk about them at the dinner table. People talk about them at work meetings. Suddenly, happy sentiments spread everywhere, not just in pixels and sound bites, but also in coffee shops, playgrounds, and even subway stations.

You don’t need a beautiful Hollywood script. Even small interview clips or a sincere testimonial can make a difference. For businesses, focusing on the positive can lead to unexpected benefits. Workers are proud of where they work. People who buy things find reasons to stay. The same way laughter spreads, trust does too.

But sometimes brands make mistakes. There is a thin line between being real and just putting a “happy” sticker over greater problems. People can smell insincerity from a mile away. If the underlying goal is only to sell something, a story about charity loses its interest. Being open saves the day. Let the camera roll as workers grab shovels, sweat a little, and maybe even get muddy if a business plants trees. That’s worth a lot. It’s normal for mistakes to happen in this area. Owning them—”we missed the mark, and here’s what we’re doing to fix it”—is more than just a boilerplate news release.

Small enterprises and charities are also included. Begin with what is close by. Film staff members doing things behind the scenes. Put the spotlight on a hero in your town. You may give a shy child a rescue cat that they love. Local radio, newsletters, and Facebook groups for the neighborhood are the first megaphones. You don’t need a lot of money to receive good media.

Let’s talk numbers. Do shares actually make a difference? At times. But a smile in the hallway? A teacher who is inspired in the classroom? These “unmeasured” wins also matter. Likes and views are what keep the analytics beast going, but there are many things happening off-camera.

And don’t forget to be funny. People want respite. People remember campaigns that make them laugh out loud. Do you remember the jingle that stuck in your head for a week? Did the meme go around between coworkers? That’s the stickiness that good messages give off. Not by chance, but by being brave enough to give others something they didn’t realize they needed: a minute to breathe and grin.

Anyone can join in, from a huge company to a small startup to a teenager with a smartphone. Talk about your successes, but also about times when you were weak. Put together facts and stories. Don’t give in to the impulse to over-polish.

Positive media efforts change the story, whether they are brief bursts or long ones. Not every story ends world hunger. But occasionally, the people who remember the most are the ones who saw the scene change from dark to bright.