Joseph is one of the most traveled young artists in the world. In 2009, Joseph created a photographic study of happiness during the FIFA World Cup™ Trophy Tour by Coca-Cola which covered fifty African nations over seventy-five days. He captured a selection of some of the most uplifting and inspiring imagery of the African people. The iconic portraits depict African people of all ages, races, religions and nationalities, uniting them through the medium of happiness. The Book of Happiness: Africa was given to 2500 global leaders, dignitaries and stakeholders at the 2010 World Cup Final in South Africa by Coca-Cola. A special handmade edition was also presented to Nelson Mandela (The Official Book #1) and his grandsons, Ndaba and Kweku Mandela.
In 2011, the book inspired a campaign led by Dr Hamid Al-Bayati, Ambassador of Iraq to the United Nations, Secretary General Ban Ki-Moon, the 66th President of the General Assembly, H.E. Nassir Abdulaziz Al-Nasser, and Prime Minister Jigme Thinley of Bhutan, to create an International Day of Happiness. It was adopted on June 28th, 2012 by consensus of all 193 member nations, declaring March 20th of every year the official global day to celebrate and recognize Happiness as a universal goal.