Giant card project launched to commemorate lockdown end
Monday, July 19, 2021
As most legal Covid restrictions are lifted in England today (19 July), with some measures eased in other parts of the UK, Hallmark and Fedrigoni UK have unveiled a series of large-scale greetings card installations that congratulate the nation for working in unity throughout the coronavirus pandemic.
The cards have been designed by the Hallmark Creative Studio and are printed on recycled Fedrigoni paper. The hope is for the cards to form an emotional time capsule of the end of lockdown and create a moment of unity and shared optimism for the future ahead.
Fedrigoni UK managing director Simon Pilkington said: “Ahead of the end of lockdown, we noticed a sense of exhilaration perhaps only rivalled by the end of the Second World War, as a return to ‘normality’ lay on the horizon.
“We wanted to capture this spirit and reunite the nation after such prolonged separation.
“Sending greeting cards is a distinctly British act, so with the support of the Greeting Card Association, we saw an opportunity to create a new moment of togetherness that would commemorate the end of lockdown and inspire the nation to celebrate each other for working together during this difficult time.”
In partnership with Cardzone, the installations are situated in areas with a high footfall, positioned to encourage passers-by to stop and write a personal message in the card, addressed to a missed loved one, a lost relative, or to the nation itself.
Fedrigoni UK challenged the Hallmark Creative Studio to design a B1 sized card made from Fedrigoni Stucco Old Mill 100% Recycled paper.
Each card and supportive plinth was manufactured by Mansfield-headquartered marketing services group Linney.
Designed by Janice Leung, ‘& We Keep Moving Forward’ is located in London’s O2 Arena, while ‘Hugs! So Worth the Wait’, designed by Emma Burton, is located in Cardiff City Centre.
‘The Good, the Bad and the Lockdowns’, designed by Adam Pryce, is located in Glasgow Fort, and ‘Here’s to Unprecedented Good Times Ahead’, designed by Emma Long, is located in Cheshire Oaks.
The cards will be open for public engagement until the end of July. Once taken down, a selection will be donated to The Postal Museum in London to join the museum’s collection, as part of the Covid-19 and The Post collecting project.
While many have celebrated England’s move to step 4 of the roadmap, particularly businesses and sectors that have been shut or otherwise restricted for the last 16 months, the government has urged caution.
Prime Minister Boris Johnson has called for all adults who have not yet received their first or second dose of the vaccine to come forward, to help protect themselves and others.
A statement from the government today said: “The Prime Minister has emphasised the need to remain cautious as restrictions are lifted. The pandemic is not yet over and moving to step 4 is a balance of risks.
“Cases across the UK and Europe are increasing, and the threat of a new variant remains.”
The move to Step 4 was delayed by four weeks so more adults could be vaccinated. Nearly eight million vaccines have been administered during the delay.
The government said all data will be kept under review and that it will review the current guidance in September.