Celeb designer Laurence Llewelyn-Bowen and NOTHS Holly Tucker back GCA campaign that celebrates Britishness
The GCA #Cardmitment public relations drive is ramping up with Arena PR piquing consumer media interest with a topical release tapping into September being the UK’s biggest month for birthdays as well as highlighting how the displaying of greeting cards are part of our Britishness.
The release from the Wolverhampton-based pr agency heading up the campaign includes results of GCA-commissioned research into showing how it’s the mantlepiece which often indicates you’re in a British home as, not only do we send the most cards per head of population, they’re also displayed for the longest time at an average of nine days.
And, as part of the activity, celebrity designer and TV personality Laurence Llewelyn-Bowen has shared his love of the greeting card, giving his personal endorsement of the GCA’s #Cardmitment campaign – now fronted by a new dedicated logo – which will encourage Brits to send more greeting cards as well as reminding all of the joy of sending and receiving cards.
And Laurence, who recently launched his own range of greeting cards in a licensing deal with the Great British Card Company, has shown his understanding of the importance of the genre: “My wife Jackie and I have always been big greeting card senders, hoovering them up when we see something beautiful or a design we think would be perfect for someone we know,
“I feel cards are a very important part of making and retaining relationships. The sending of a greeting card is not AI, it’s something real, based on real emotions, creativity and craftsmanship, and I feel privileged to be part of this.”
Holly Tucker, founder of Not On The High Street, has also backed #Cardmitment, with both she and Lawrence appearing on the artwork for the sides of the special GCA wall at Autumn Fair this coming weekend, running from Sunday to Wednesday, 3-6 September, at Birmingham’s NEC.
Holly added: “Are there many greater joys in life than seeing a beautifully addressed envelope landing on your doormat? It certainly beats bills! As a huge advocate of sending cards for every occasion – and often just because – Christmas especially is a brilliant opportunity to surprise friends, spread cheer and give loved ones a lift.
“Plus this £1.5bn creative industry is a lifeline for many independent businesses and local High Streets that need our support and happen to sell the best. So stamps ready! I can’t champion this campaign enough.”
The release details how overseas visitors are often bemused by the sight of cards decorating British homes, September is the month that really matters as Office Of National Statistics (ONS) data shows 27 September has been the most popular day to be born over the past two decades, while eight of the top 10 dates of birth are in the ninth month of the year, with the other two in early October.
Findings from a research project undertaken by agency Two Ears One Mouth for the GCA, based on 200-plus online interviews earlier in August, shows that overall, 15% of Brits keep their cards out on display for over 15 days, but one in 10 leave them up for a month or more.
The findings show that in Wales and the Midlands the public keep their cards up for 10 days, and those in Scotland and the north of England keep them up for eight days.
The press release also reinforces the psychological benefits of receiving a card, making people feel loved and appreciated, citing scientific proof by Dr Emma Lawrence, owner of Emma Lawrence Designs.
It also quantifies that the greetings industry is worth £1.5billion to the UK economy, on a par with the quintessentially British tea market.
Sharing details of the #Cardmitment campaign, it quotes GCA ceo Amanda Fergusson: “Not only do we Brits love to send cards, we love putting them on show to continue enjoying them and even keep the really special ones tucked away.
“Cards nurture local independent businesses on the High Streets we all love, support local charities and organisations in the communities we care for and help protect the Royal Mail delivery service we all treasure.”
GCA members are this week asking customers what makes their homes uniquely British with early feedback including…
- You’ll hear us say sorry…a lot. Sorry, but that’s true. A joke about Brits saying sorry was even one of the most popular at this year’s Edinburgh Fringe Festival.
- There’ll be incessant chatter about the weather, even though it’s probably not going to change that much.
- If there’s a crisis, there’s only one thing to do – put the kettle on because a cuppa fixes everything.
- And, talking of tea, other countries may have biscuits, but you won’t find them being dunked.
- Using cards as part of your seasonal decorations – at Christmas, on birthdays, on engagements, on retirement. We proudly put them on show and can’t bear to take them down.
- There’s a washing machine next to the sink rather than in a separate utility room.
- We love to queue – and that starts at home waiting for kids to get out of the bathroom.
- Electrical sockets with their own switches – it’s a safety feature other countries don’t have!
The GCA is urging all those in the industry to help spread the #Cardmitment news, with a version of the press release about the Britishness of cards available here which publishers and retailers can download and personalise to send off to their local media.
And remember, September is also when Thinking Of You Week, the GCA card-sending initiative annual runs – this year 18-24 September.
There are TOYW events happening across the country, in schools, communities and local shops, with a free toolkit available to help people get involved in the GCA’s initiative.
