Having won a Henries award for its The Happy News card range in the Best Licensed Range category, Pigment was not looking for any more good news about the brand, but the publisher and stockists of the card range have good reason to be happier.
To coincide with the recent World Kindness Day, Shout, a leading teenage magazine has distributed a special 24-page edition of The Happy News newspaper to its 500,000+ readers with its current issue.
“This is a wonderful link up for The Happy News brand,” Martin Powderley, creative director of Pigment told PG Buzz. “To get a special edition of the newspaper into the hands of more than half a million teenagers, with strong uplifting messages, is a great tie-up all round.”
Co-ordinated by DRi, the licensing agent for The Happy News, the brand created by Emily Coxhead, the special edition newspaper covermount builds on the fact that Emily has been writing a column for Shout since April in which she has shared her insights on staying positive, friendship, social media and other related topics.
“Honestly, little Em wouldn’t believe any of this, she LOVED Shout magazine and it’s been such a joy writing a column in each issue for the past six months or so as their agony aunt kinda person,” said Emily who has become something of a voice of reason for the 11-14 year old Shout readers. “I can still remember certain thoughts and feelings from that time and I think more than ever, in this social media world, it’s such an important age to try to understand and empathise with.” Emily hopes that through her writing, in the magazine, The Happy News newspaper and the editorial on the greeting cards that she “can remind young girls to be themselves, understand what really matters, know that it’s okay not to be okay all of the time.”
Top: Emily Coxhead, creator of The Happy News with a copy of Shout and the special edition newspaper.