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American Greetings New “Give Meaning” Campaign Reminds People to Show Up for Each Other

Cleveland (May 3, 2017) – The greeting card industry is buzzing with anticipation for the quickly approaching Mother’s Day and Father’s Day holidays, but the new “Give Meaning” campaign from industry-leading American Greetings encourages everyone to celebrate – not just holidays and occasions – but also the everyday things, people and moments in life that really matter. “Give Meaning” is a rallying cry for people to show up for each other, offer support in those everyday moments, and help make the world a more thoughtful and caring place.

The ending of “Tattoo,” the video ad that serves as the first chapter of the campaign, says it all: “A card is just a card – but in the right moment, it means everything.” A card is important because people and relationships are important. Through conversations with consumers, American Greetings knows that holidays are not always easy for everyone, so “Tattoo” spotlights the special people in our lives who have passed but never leave our heart. In this instance, we’ve highlighted a mom’s lasting impression on her daughter in hopes of inspiring dialogue about recognizing the people and moments in life that really matter.

“Real life is not like a typical greeting card ad,” said Alex Ho, American Greetings Chief Marketing Officer. “At American Greetings, we don't manufacture moments for advertising, we reflect them – and we make sure to remain authentic to our brand and respectful of our consumer by always focusing on what's real and relatable, no more or less drama than what life already brings.”

Cards come to life with the messages and feelings that are inscribed inside, and they often serve as a physical memento of a meaningful connection. In that spirit, we hope to inspire more stories like “Tattoo” and know that today’s digital and social feeds offer a place for our brand and our customers to connect more meaningfully. To join the conversation and share your own story, use #GiveMeaning. For additional information and inspiration, we encourage you to visit: http://www.americangreetings.com/our-purpose

For more information on American Greetings, visit www.corporate.americangreetings.com. You can also follow American Greetings on Twitter, Facebook, American Greetings blog, YouTube, Pinterest, Google+ and Instagram.

About American Greetings

As a leader in meaningful connections, American Greetings is a creator and manufacturer of innovative social expression products that assist consumers in making the world a more thoughtful and caring place. Founded in 1906, the Company's major greeting card lines are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods and American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has one of the largest collections of greetings on the Web, including greeting cards available at Cardstore.com and electronic greeting cards available at AmericanGreetings.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the AG Entertainment group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.9 billion, and its products can be found in retail outlets worldwide. For more information on the Company, visit www.corporate.americangreetings.com.

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