American Greetings Third “Give Meaning” Video Explores the Impact Communication Has on Relationships We Don’t Always Say What We Mean – but When We Do, It Means Everything

Cleveland, OH (February 5, 2018) – American Greetings knows that communication isn’t always simple, but it is necessary to maintain healthy relationships. In fact, according to an online survey conducted by Harris Poll on behalf of American Greetings, an overwhelming majority of Americans (89%) recognize that good communication is among the most important parts of having a healthy relationship.* As Valentine’s Day approaches, the meaningful connections company is launching the third episode of its “Give Meaning” campaign entitled “What it Means to Love.” The new video ad highlights what real love looks like and aims to help people become better communicators in order to give meaning to those relationships and moments that matter most.

“What it Means to Love” explores the one critical, universal challenge that affects all relationships: effective communication. Whether it’s a parent and child, a partner, a spouse or a dear friend, each relationship requires its own unique efforts to show those closest to us that we care. As with previous “Give Meaning” videos, the relationships depicted in “What it Means to Love” are all real.  From their conversations to their clothes – and all but one couple were filmed in their own home – the interactions were authentic. The genuine reactions demonstrate that, while our actions may not always reflect what we feel inside, a thoughtfully-written card speaks louder than words. 

“We created the ‘Give Meaning’ campaign to celebrate relationships and everyday moments that best reflect the true business of American Greetings—not just greeting cards, but meaningful connections,” said Alex Ho, chief marketing officer at American Greetings. “After learning that 92% of American adults recognize that with the stressors of everyday life, it’s important to find meaningful ways to regularly communicate with friends and family, we wanted to remind people that cards are a powerful vehicle for human connection because what we say – and don’t say – matters.”

Through the “Give Meaning” campaign, we hope to inspire more meaningful connections, and we 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, share a real moment that really meant something to you with #GiveMeaning. For additional information and inspiration, we encourage you to visit:

* The survey was conducted online within the United States by Harris Poll on behalf of American Greetings from January 19-23, 2018 among 2,275 U.S. adults ages 18 and older.


As the leader in meaningful connections, American Greetings is committed to making the world a more thoughtful and caring place. Founded in 1906, the creator and manufacturer of innovative social expression products offers paper cards, digital greetings, gift wrap, party goods and more to help consumers honor the people and moments in life that really matter. The Company’s major greeting card brands are American Greetings, Papyrus, Recycled Paper Greetings and Carlton Cards. lets consumers shop and buy paper cards, ecards, printables, party supplies and gift wrap — along with providing useful content that educates and inspires visitors to connect more meaningfully. The 112 year-old Company is headquartered in Cleveland, Ohio, and its products can be found in retail outlets worldwide. For more information, please visit our corporate site.