A London-based creative duo -- Connor Stephen and Charlie Ditchfield -- launched a #MeToo and #TimesUp-themed line of cards entitled 'Save Valentines.' The cards come in at the height of the #MeToo era and are meant to provoke discussion and awareness in a more casual way. The duo hopes that these cards will provoke engagement through humor and attempts to lampoon individuals that trivialize the #MeToo movement. The duo decided to release their cards on Valentine's Day, as they offer perfect messages that undercut the increasingly out-of-date messages in traditional Valentine's Day cards.
The covers of these Save Valentines cards feature traditional holiday messages such as "Forever Yours" and "Be My Valentine." The inside of the cards, however, confront viewers with awkward and powerful lines like "Or until such a time as you no longer welcome my affections. Which is completely within your rights as an individual." These internal messages are meant to reinforce basic human behavior and are presented in a slightly humorous way. Donations from the sales of the cards will go to Safeline, a U.K.-based sexual abuse prevention charity.
Anti-Harassment Holiday Cards
'Save Valentines' Cards Engage Buyers in Proper Social Behavior
Trend Themes
1. #metoo-themed Cards - Opportunity to disrupt traditional holiday card industry with provocative and awareness-driven messaging.
2. Humorous Awareness Marketing - Opportunity to use humor to engage buyers in discussions about social issues.
3. Socially Conscious Gifting - Opportunity to tap into the growing trend of consumers wanting to support charitable causes through their purchases.
Industry Implications
1. Greeting Card - Disruptive innovation opportunity to incorporate social awareness and provoke discussion in traditional greeting card designs.
2. Marketing - Disruptive innovation opportunity to use humor as a strategy to engage customers in meaningful conversations about social issues.
3. Charitable Organizations - Disruptive innovation opportunity to collaborate with creative individuals or brands to raise funds and awareness for social causes.