Hallmark Cards Address Journeys of Life

A recent poll conducted by Hallmark Cards Inc. revealed that 90 percent of consumers want more choices in encouragement cards that allow them to share support in unique ways for people in real life situations. In response, Hallmark is introducing "Journeys", a collection of 176 greeting cards that help people through a difficult time, empathize with them, celebrate a success or simply brighten their day with a smile. "We saw a huge need for cards covering a large emotional range, from sharing grief to celebrating the joy of recovery," says Cynthia Musick, editorial director for Journeys. "When we started talking to people, they told us they needed cards for events that really do happen in life. This is the 'new normal' in which we live. Basically, they gave us permission to talk about these specific, sometimes scary life moments." The writers behind Journeys considered four main themes when developing the line: coping, hoping, healing and joy. As such, the messages in the Journeys cards range from serious to light-hearted and religious to secular. All are written with a warm, authentic, casual and sometimes humorous feel. Some cover specific events, such as cancer treatment, rehab, divorce, job loss, diet support and adoption, while others are appropriate for more general situations, like celebrating a personal victory or simply saying thanks. //