+27%
More daily smiles*
Launch Initiative • Toronto
FOR CUTIES
Making cities beautiful.
MOCV exists to improve community morale, civic pride and everyday joy through cheerful, slightly over-engineered initiatives that make city life feel better.
LOOK GOOD.
DRIVE GOOD.
DO GOOD.
TORONTO
The MOCV Impact
+18%
More civic pride*
+32%
More “wow” moments*
+41%
More community beauty*
*Extremely serious-looking illustrative statistics created for the MOCV launch campaign.
ASK MOCV
What’s happening around you?
Tell MOCV what you feel like doing. This launch interface is the front end for our coming live community discovery engine.
VIBE CHAMPIONS
Help raise the vibes of your community.
Vibe Champions are residents who help discover events, surface hidden gems, support community organizations and make useful local information easier to find.
VC
Toronto Vibe Champion
Submit local events • Recommend hidden gems • Verify information • Connect organizations • Share positive community stories
Become a ChampionADD TO THE VIBES +
Know something worth sharing?
Tell MOCV about an event, volunteer opportunity, hidden gem, local offer or positive neighbourhood experience.
GIVE SOME GOOD ENERGY
Want to help instead of just attend?
MOCV will make volunteer opportunities easier to discover through the same conversational search.
JOIN THE COMMUNITY
Apply to become a Vibe Champion.
Toronto is first. Tell us where you live and how you’d like to contribute.
The Ministry
Beautifying communities. Boosting morale.
MOCV is a community-first creative initiative built around a simple idea: cities are better when people have more reasons to smile, participate and connect.
Our programs combine playful civic campaigns, local experiences and partnerships with businesses that help people feel good — from hair and beauty to fashion, vehicle care, events and neighbourhood experiences.
Community Programs
A very serious portfolio of good vibes.
Convertibles for Cuties
Toronto's flagship public-morale experiment: sunshine, style and top-down optimism.
Apply for Toronto →Community Ambassadors
Local people helping spotlight great neighbourhoods, businesses and city experiences.
Join the waitlist →Vibes Events
Social events, cruises, pop-ups and neighbourhood gatherings designed around shared fun.
Get updates →City Rollout
Toronto first. Canada next.
Toronto
Applications and local partner conversations are opening now.
Apply for TorontoVancouver
West Coast vibes are next.
Montreal
Style, culture and community energy.
Edmonton
A future MOCV community launch city.
Community Beauty Partners
Local businesses that help the city look and feel better.
MOCV plans to work with local businesses to provide member offers, perks and experiences.
✂Hair & GroomingSalons, barbers and styling
✦Beauty & MakeupMakeup, skincare and wellness
◆Car CareDetailing, cleaning and shine
♢Style & FashionBoutiques, accessories and apparel
Business Partnership Program
Partner With MOCV
Become an MOCV Community Partner.
Offer a perk, discount or experience to MOCV members and be featured in future city guides.
Toronto Applications
Help us improve the vibes.
Phase 1 is gathering interest for participants, local partners and people who simply want to know what ridiculous-yet-positive initiative MOCV launches next.