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!