An approach is provided for managing messages for an individual. Using one or more social media services, encouraging messages are solicited from social media contacts of the individual, and in response, the encouraging messages are received from the social media contacts. The encouraging messages have a preferred sentiment and reference features of the event. One of the features is determined to be likely to be encountered by the individual within an amount of time based on a geographic position of the individual. During the event and based on the likelihood of the feature being encountered, an encouraging message is selected from the encouraging messages so that the selected encouraging message references the feature. The selected encouraging message is presented to the individual during the event.