The Greeting Card Association has joined forces with Winston’s Wish to create a new set of principles to be rolled out throughout the greeting card industry to remember grieving young people in sympathy card spaces.

Moonpig recently hosted a special workshop at their headquarters with industry professionals and members of the Winston’s Wish Youth Ambassador team.

A total of eight members of the Winston’s Wish Youth Ambassador team between the ages of eight and 25 were welcomed behind the curtain of greeting cards to share their personal experiences and feelings regarding receiving sympathy cards following a bereavement.

Amanda Fergusson, CEO of the Greeting Card Association comments, “Greeting cards are very special things, sent when times are difficult as well as to celebrate. The UK card industry cares deeply that our cards resonate with all communities, with the language and imagery customers need to connect with loved ones at all the key times in life.

“We were pleased when Winston’s Wish got in touch, highlighting the importance of cards to bereaved children, and that they were keen to work with us to fill what they felt was a gap for cards suitable for children at times of bereavement. Listening to and working with the Winston’s Wish Youth Ambassadors at our workshop was really inspiring and insightful.

“Those of us from the card industry who attended really appreciated the frank critique of some of the cards currently available. This work will result in a document that will be available for all greeting card publishers keen to design cards appropriate for bereaved children. Some of the publishers who attended the workshop have already started work!”

Ashleigh, who attended the workshop says, “Attending the event for Winston’s Wish was an incredible experience. It was inspiring to meet other Youth Ambassadors and collaborate with Moonpig and the greeting card companies. The opportunity to share and discuss our ideas for improving sympathy cards for bereaved children was deeply rewarding.”

Everyone there was so patient, understanding and they just listened with no judgement. All members got stuck in and really showed an interest to hearing our stories.

Abigail, Youth Ambassador

Often described as the ‘forgotten mourners’, many young people feel that their bereavement experience is not acknowledged or tailored specifically for them. Many of the children and young people Winston’s Wish supports are coping with the death of a parent, sibling, friend or another relative.

Currently sympathy cards tend to use very adult language which may not make sense to a young person. Words like ‘sorry for your loss’ can leave children confused as to why people were apologising. Phrases like ‘with sympathy’ didn’t make sense to young minds and the classic sympathy card imagery was sad and didn’t offer children or young adults the warmth and comfort they needed the most at that time.

The Greeting Card Association is keen to be a champion of change in the sympathy card spaces by consulting the children and young adults who wished they had received a card designed with them in mind.

The special workshop brought together designers, publishers, retailers and the young people themselves to discuss what bereaved children and young people would like to see on the shelves.

Paul Moore, Director of Fundraising at Winston’s Wish comments, “As a charity, we are constantly listening to the children and young people we support to ensure that our work continues to evolve to meet their needs.

“We heard time and time again that children felt left-out following a bereavement as sympathy cards arrived addressed to only the adults in the family. We knew something needed to change and are delighted to be working with the Greeting Card Association to ensure that not only are children and young people represented in the products available but that these products are designed with their needs in mind.”

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Our Youth Team

The Greeting Cards Association meeting is just one of many ways that our Junior Youth Team and Youth Team are helping to shape the future of bereavement support.

Find out more about our teams and how children and young people can get involved.

Volunteer for Winston’s Wish!

Want to support Winston’s Wish in other ways? Why not become a volunteer and help us in our mission to ensuring no child grieves alone.

Whether that be championing Winston’s Wish in your local community, cheering on our challengers or supporting our fundraising team – there is a role for everyone!

Winston’s Wish is delighted to be welcoming its newest Ambassador, Alfie Watts. Many will recognise Alfie as the recent star of the BBC hit series Race Across the World where he revealed his own personal story of childhood bereavement during an especially poignant moment during his race to the finish line in which he remembered his Mum. 

Alfie’s Mum died when he was just five years old after she was diagnosed with cancer when he was only a newborn. Alfie recalls his mother’s determination to see him to his first day of school, “My Mum’s number one aim was to see me in school. She said, that ‘If I’m going to die, then at least, I’m going to die whilst he’s in school.’ And she did, she died when I was five.  

Over time she created a memory box with messages and photos and all kinds of things. She took me to my first day of school and I think it was a proud moment for her when she took me, but it was a deterioration from there, she’d pushed as far as she could and by Christmas of 2008, it was just a bridge too far

Alfie Watts, Winston’s Wish Ambassador

Alfie’s grief was triggered during a poignant moment in the series, he recalls, “I always knew that that moment would come up when it would be appropriate to remember my mum during the show. Part of me that always knew that there would be a right moment to open up about it; it felt necessary.” 

Viewers will recall when Alfie and Owen arrived in the beautiful Vietnamese city of Hoi An which is famed for its canals and lanterns, lit to remember deceased relatives. “Seeing all the lanterns in Hoi An was a beautiful yet bizarre experience,” recalls Alfie. “It was triggering because it took me right back to when I was younger; each year, we had a tradition in my family that we would light a lantern to remember my Mum, and we’d write a little message. Reigniting that moment was as special as it was poignant.” 

Now aged 21, with a hit television series under his belt, Alfie is keen to be a voice for bereaved young people and champion grief advocacy. He explains, “For me, growing up without my Mum was my normal. It wasn’t a nice normal, but it was my normal, I simply didn’t know anything else. It’s hard for other people who haven’t been bereaved to empathise with.  

“I was aware of charities like Winston’s Wish when I was younger, and I’m delighted to now be an ambassador for such an important charity that is reaching the thousands of young people across the UK who are in a similar situation to me.” 

Winston’s Wish is excited to welcome Alfie Watts as the charity’s newest ambassador and looks forward to working with him to raise awareness for the charity and its service.  

I wanted to do something incredible with Race Across the World, and telling my story about how my mum passed away when I was five, I knew that I wanted to follow that up by being a male voice in the community.

Alfie Watts, Winston’s Wish Ambassador

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Alfie’s charity single

In October 2024 our Ambassador Alfie, released his single, Hopeless Wings, to raise awareness and funds for Winston’s Wish.

Alfie is keen to be a leading voice in the grief community, especially for young males and hopes his new single will do just that!

Volunteer for Winston’s Wish!

Do something amazing by becoming a volunteer and help spread the word about Winston’s Wish.

Whether you’re championing Winston’s Wish in your local area, cheering on our fundraisers at the finish line or letting everyone know how to get support if they need it, by volunteering you can make a difference.