Interflora, together with Prohibition PR, are delivering a major new integrated social media and PR campaign to celebrate ‘everyday love’ – moments of affection and appreciation that fall outside of traditional ‘gifting’ occasions.
The “Send more Love” campaign, launching this month, will see Interflora urging Brits to become better at expressing their feelings to the people closest to them, and calling for them to ditch the preconception that you need a reason to show appreciation and love to those closest to them.
The concept is inspired by Interflora’s research which revealed that in adult life, more than half (51%) of Brits surveyed have never told their best friend that they love them and nearly a third (32%) have never said “I love you” to their father and a quarter (25%) to their mother. However, Interflora will remind people that giving and receiving love brings tangible benefits, making us feel better, physically and mentally.
Prohibition has been briefed to deliver a traditional PR campaign that will focus on Brits’ inability to express love and appreciation. It has enlisted support from Cognitive Behavioural Psychotherapist and Psychologist Dr Becky Spelman, who will act as a third-party spokesperson for the campaign, providing hints and tips to help people reverse this trend and overcome their inhibitions.
All content will be hosted on a dedicated campaign landing page, while Prohibition will also build an interactive web app, allowing people across the country to post appreciative messages to those closest to them, with each sentiment appearing on a live hotspots map.
To support the campaign, Interflora has commissioned three brand ﬁlms to showcase different ways in which real-life Interﬂora customers have sent more love and their reasons for doing so, spanning stories of families, friendship and joy.
Commenting on the campaign, Erica Nicholson, Senior Brand Manager at Interflora, said: “In the UK, there’s a stereotype that we all have a stiff upper lip when it comes to showing our emotions, and we often avoid doing it altogether. However, as our research shows, people are desperate to be told they are loved by the people closest to them. Not only that, but there are tangible benefits to both parties when it comes to sharing a heartfelt sentiment, not least when it comes to our happiness and self-esteem.
“We understand the importance of showing someone you’re thinking of them and how much you care – we’ve been helping people to do just that for almost a century. Whether it’s a grand gesture, a birthday celebration, a simple thank you to a friend, or even ‘just because’; it’s so important to translate that thought into action and send more love to family and friends – it really could mean the world to them!”
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