CREDHEDZ: FIRST EVER BIRTHDAY CARD THAT MAKES RECEIVER QUESTION WHAT IT SAYS ABOUT THEM

(2006-09-21) John McNulty & Richard Williams

Straight Talk In Limited launch their Birthday CREDHEDZ card range, which confront relationships and have raised eybrows amongst consumers.

The one time in the year when one can really focus on what it is that they respect about a person is on their Birthday. And what can prompt a reminder that this is what this is all about is a combination of:
the Birthday occasion; a Birthday card; a focus on honouring the values each other share.
Introducing a branded identity, by creating the message before it reaches the buyer, means that the buyer is willing to engage, in principle, as the purchase would only be made if one was willing to participate in the spirit that is CREDHEDZ Cards.
CREDHEDZ have got eyebrows raised: In the high street, where they stand in their gold point of sale, people wonder what CREDHEDZ are all about. Reports by CREDHEDZ vendors to the publishers have gathered, since the cards first made their public debut in September 06. Not since 1853 when the first known published greeting card, by Henry Cole, appeared in London, has a similar sense of intrigue been envisaged as that which surrounds CREDHEDZ. Cole's motivation was lack of time to write personally to friends and acquaintances, so an artist was hired to create a personalized message for him. The significance of this friendly exchange has been diluted over years, by the sentiments industry getting hold of it, providing the entertainment between relationships, and casual reminders of connections to one another. With the existent card, the message need only ever be, and is largely, just 'Happy Birthday'.
A CREDHEDZ card is much more personalized, leaving the sender and the recipient in no doubt as to what that mutuality is that they share, and what it is that made it worthy enough for a CREDHEDZ card to honour it. It is the first Birthday card to make the recipient question what it says about them. How this works is that they look at the card in respect to the relationship they have with the sender, and upon reflection of what their contribution to that relationship has been and how it has come to bear on it. Furthermore, it relies on the receiver’s knowledge of the sender and what contribution that the sender is making to the relationship, that enables the receiver to accept what the inclination was that persuaded the sender to make the gesture and what they intended for the receiver. Lastly it enables the receiver to judge how instrumental the gesture is, in taking the relationship forward thereon.
CREDHEDZ' Publisher's only further intervention then is to remind the recipient that the sender has recognized that they are worthy of being honoured in this way, prompted by the card's inside message, which reads, 'Congratulations. You’re Awarded Birthday CREDHEDZ'. John McNulty (MD), for the Greetings Card publisher Straight Talk In Ltd comments, "Who is not capable of being upfront enough to confront their relationships head-on, saying what they admire about it, unafraid to give their friend a credit, a thumbs-up? It is as easy as selecting any other card but made even more easy than that". The message that the company puts out in its poster promo campaign is simple and helps to reinforce the choice of the buyer: to all those with credibility; to those deserving of a CREDHEDZ card; to those who can decide who deserves one, respect those for their credibility. "It really enforces to the buyer what they know already, that being that they are wanting to choose a card, that sends that personal message, which they want to send to someone special. Whether it is a serious or fun message CREDHEDZ cards do the job." The company ensures that they are tailored to all locations and customer profiles. "To all those who set an example to others to raise their game, and to become the people they can potentially be, it is remarkable that a card encourages role models to take responsibility for the role they have been honoured with and to influence the direction of their peers positively".###
Straight Talk In Ltd
45 Parton Street, Liverpool. L6 3AN. UK
44 0151 260 7345