Illuminating the Impact of Relationship Care on Wellness

Bronze Effie Winner, Fitness & Wellness, 2020

THE CHALLENGE:
Restore relevance to the declining greeting card category by stimulating everyday purchases vs. only for special occasions.

THE INSIGHT:
What matters most is not what’s in us. It’s between us. Good, close relationships are the key to happiness and health.

THE IDEA:
Make “relationship care” (i.e. giving cards) a strategy for wellness by illuminating the profound impact it has on how we feel.

THE RESULTS:
By linking a dying behavior to a thriving one, we drove relevance and purchase intent of American Greetings 150% above CPG norms.