Call it a 21st-century variation of the old saying, "Turn that frown upside down."

The Happiness Exchange website contains boxes with depressing statistics -- "32 percent of people in poverty are children," "1 in 5 American adults can't read enough to get by" -- that can be replaced with a smiling photo or video of, well, you.

A fundraiser for United Way of the Greater Twin Cities, the site (www.happyexchange.org) allows donors to post a snapshot or snippet of their grinning visages.

"For the technically savvy, it's a great experience," said Mike Caguin, executive creative director at Minneapolis-based marketing agency Colle+McVoy, whose interns developed the concept and wrote the copy.

Indeed, the beaming mugs at the Happiness Exchange tend to be young and attractive.

And with the video subjects "looking" around at their fellow benefactors, the site bears an eerie resemblance to the title sequence of "The Brady Bunch" -- a classic TV show in which anything but good cheer was frowned upon.