If you really want to touch someone send them a letter.
Words come to life when you are sharing them with someone you love. The art of communicating with letters is something that only a few chosen people actually do anymore. Is digital technology romantic? Do we have romance in our lives with Facebook and Twitter? How do we express our love today?
Our parents and grandparents would have mailed love letters to each other quite often in order to express their feelings and thoughts romantically.In World War II soldiers stayed connected from the trenches by writing letters regularly to their loved ones. Words from home wrapped around their weary bodies as letters from mums, wives, sisters, brothers and lovers helped them to escape the darkness of war. If mobile phones had existed then, we would have had a different historical record of the past.
An Post in Australia used this ad with the strap-line “if you really want to touch someone send them a letter” in order to engage with the general public re-enforcing an existing message and igniting more interest in the art of sending a letter in the post. We talk to each other electronically now and I’m not sure if it has the same connection as a letter written on paper? Perhaps its the words that matter and not the method that we use to talk? Is paper the missing connection that makes words come to life?
The ad for Australian Post is a wonderful example of how you can use great graphics to bring an idea to life and get to the heart of a subject with clever advertising, emotionally connecting with the consumer. Do we even think of writing a letter anymore? I know my niece would never think of putting pen to paper. The art of writing is not a focus for young teenagers, they would rather text in slang or Facebook to invite their friends to a party.
In the Summer my niece who is 2 and a half ran into her nana’s house waving a postcard, excited and delighted, that she had received mail from her while she was on holiday. It was more than a postcard even at that young age, she held it like it was precious, just for her. It speaks volumes about the power of receiving something in the mail with your name on it when a child can still get excited when the postman arrives and puts a letter through the letterbox. Secretly we all get a nice feeling when we open personal letters provided it is not a bill.
It’s nearly Christmas and at this time of year the world will start “talking” with Christmas Cards in order to send a message the traditional way. I wonder will this ever disappear? I wonder will we stop sending Birthday cards and Valentines cards? What will the next generation consider trendy?
Digital technology has helped to create new platforms to communicate using artificial methods. ie Facebook ,email, Twitter and I think this ad is a great example of how marketing can be used to deliver a different type of message evoking, an emotional connection with the viewer on a subject that eventually could become extinct.
Words expressed from the heart to another heart can be delivered using any method but the act of writing a letter personally is something a little special. When you see handwriting that’s the unique signature from someone you love the words definitely come to life, it feels like a piece of that person has come through the written words on the paper just like the fabulous ad. It is not very often that advertising gives you that feel good factor but in this example you are forced to think about the subject and it reminds you of the power of writing letters.
We are all living in challenging times. Has technology made us a little cold?
perhaps the “world” needs to send a love letter to the “world”
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Intelligent advertising without saying a lot can say everything