Madison NJ is #INTOyellow!


A town-wide celebration in honor of International Day of Happiness (March 20th) and Mental Health Awareness Month (May)

Over 60 artists and 30 organizations have united to Shine a Light on Depression, by creating Optimistic art, activities and evetns -- all featuring featuring International Optimism Yellow (a/k/a ‘INT-O Yellow’) - a Color with a Cause.

Look for the "WE ARE #INTOYELLOW" stickers in the windows of participating organizations and businesses that are showcasing Optimistic works of art and/or hosting special offers.

A portion of proceeds benefit the Madison Area YMCA’s Community Mental Health Initiative and (supporting Optimism in the Arts)!

Scroll down to see participating businesses.


March 20th is International Happiness Day

 Stop by these participating Madison businesses & organizations on March 20th for discounts, information and opportunities to donate to the cause.

Madison Area YMCA, 111 Kings St.

The YMCA celebrates International Day of Happiness - Optimism table with educational materials, post-it’s for members to share their “happy mantra” and create wall art, etc.

Madison Health Department, 28 Walnut St.

Will distribute educational health material on March 20th about how proper nutrition and exercise play a role in mental health

Madison PhotoPlus, 40 Main St.

Will donate 5% of sales to YMCA & UMEWE

Madison Public Schools

Will sell 'Optimism in Action' T-shirts to students at all 5 district schools with 100% of proceeds donated to the YMCA & UMEWE; plus school-wide Optimims & INT-O Yellow activations and Mental Health education

Museum of Early Trades & Crafts, 9 Main St.

$1 off admission week of March 20th to those wearing yellow.

Redux, 3 Central Ave.

10% off total bill on March 20th if wearing something yellow and mention "Paint the Town Yellow".

The Rubino OB/GYN Group, 340 Main St., Suite 2

Free gift to all wearing yellow on March 20th

Tons of Toys, 64 Main St.

Will provide 15% off entire purchase (some exclusions apply) for those wearing yellow on March 20th

Waxing the City, 25 Main St.

10% off waxing services; 10% off retail products

Whole Foods, 222 Main St.

$5 off of your purchase of $25 or more for those wearing yellow on March 20th. (coupon available in-store)



Bar Method Madison, 122 Main St.

All clients encouraged to wear yellow for all classes taught on March 20th; portion of proceeds donated to YMCA & UMEWE

Beneath the Surface, 19 Waverly Pl.

Free 10 minute chair massage to anyone wearing yellow on March 21st (Note: Beneath the Surface is CLOSED on Monday, March 20th)

    Blue Purl, 60 Main St.

    Free yellow knitted hearts tagged with messages of inspiration and hope - compliments of the Peyton Project

    Cambridge Street Papers, 7 Waverly Pl.

    10% of proceeds from Tuesday March 21st donated to the YMCA & UMEWE (NOTE: Cambridge Street Papers is CLOSED on Monday, March 20th)

    Chaise Fitness, 132 Main St.

    20% off on all class package purchases on March 20th for those wearing yellow

    Chef Loryn's, 250 Main St.

    10% off for those wearing yellow on March 20th

    Cleaners Advantage

    20% off the cleaning of all yellow garments March 21-25

    Drew University, 36 Madison Ave.

    Students wear yellow to support the cause

    Fairleigh Dickinson University Federal Credit Union, 12 Main St.

    Free gift to those wearing yellow

    Gary's Wine & Marketplace, 121 Main St.

    Free wine tasting at 'Optimism in Action' reception on March 11 & April 30

    Healthy Italia - La buona cucina, 55 Main St.

    15% off to anyone wearing yellow (restrictions apply)

    Kitts & Co., 6 Main St. (next to Madison Mud)

    "$100 off Makes Me Happy" Sale  ($100 off sale of any piece of furniture or fabric) March 11- 25


    Art Exhibition: March 11th until May 1st, 2017, anchored at the Peg Williams Gallery within Short Stories Bookshop and Community Hub, where works will be displayed, in addition to being distributed throughout town (see map). INT-O Yellow paint, pins and t-shirts will also be available for sale at this time.

    Click here to check out a digital gallery of all works featured in the "Optimism in Action" Group Show.


    Taste of Madison Benefit Art Auction: On March 20th (International Day of Happiness), Madison will host its annual Taste of Madison fundraiser at the Park Avenue Club in Madison, NJ beginning at 7:00pm, where chefs from Madison’s finest restaurants serve samples of their best dishes to benefit several Madison-based non-profits.  The event will include a silent auction featuring a popular INT-O Yellow work by artist G. Riley Johndonnell (aka ‘Uncle Riley’) from the Peg Williams Gallery. The piece will be auctioned off to help support The Madison Area YMCA’s Community Mental Health Initiative and UMEWE. A special thank you to J&M Home and Garden for providing Optimism-inspired yellow flowers for the event!

    Madison-Area YMCA International Day of Happiness Celebration: On March 20th (International Day of Happiness), The YMCA celebrates International Day of Happiness with an Optimism table featuring educational materials, free giveaways and post-it’s for members to share their “happy mantra” and create wall art!



    Speaker Series: Beginning the week of March 20th through May at select venues around town addressing topics such as Depression, Happiness, Optimism and Ways to Turn Optimism into Action, by an array of various speakers and authors


    MACA/DDC Sidewalk Gallery Banner Art Project: Beginning in May, the MACA/DDC Sidewalk Gallery Banner Art project will be returning to Madison for its fourth year. This year, however, the project will be an extension of the “Paint the Town Yellow” campaign, where all artists will be united though their use of International Optimism Yellow.  All banners will be auctioned at the Gala Auction event in October at the Hartley Dodge Memorial Building, with 50% of the sale price going to the artists.



    Madison, NJ Partners

    Adams Dental*

    Ann Pelino Integrative Fitness*

    Bar Method Madison*

    Beneath the Surface*

    Blue Purl

    Cambridge Street Papers

    Chaise Fitness*

    Chatham Bookseller

    Chef Loryn's*

    Cleaners Advantage

    Drew University*

    Eyeglass Shoppe

    FDU Federal Credit Union

    Gary's Wine & Marketplace

    Hat Shop*

    Healthy Italia - La Buona Cucina*


    Kienlen Lattmann Sotheby's International Realty*

    Kitts & Co.*

    Madison Health Department*

    Madison Mud Clay Studio*

    Madison Pharmacy*

    Madison PhotoPlus

    Madison Public Library*

    Madison Area YMCA*

    Museum of Early Trades & Crafts*

    PC Problems


    Short Stories Bookshop & Community Hub*


    Tons of Toys*

    Waxing the City*

    Weichert Realtors*

    Whole Foods*

    Madison Public Schools
    Kings Road School
    Central Avenue School
    Torey J. Sabatini School
    Madison Junior School
    Madison High School

    *Indicates these partners are hosting art.



    Madison is painting the town yellow with Optimism (literally) to celebrate International Day of Happiness (March 20th) and shine a light on Depression! 

    Join in this town-wide celebration March through May (Mental Health Awareness Month) by wearing yellow on March 20th for great discounts at participating retailers, attending speaker series events and checking out Optimistic works on display at Short Stories Bookshop & Community Hub and throughout town (see map). All works feature INT-O Yellow (a/k/a  'International Optimism Yellow)- a color with a cause