Greeting card retailers are being encouraged to get involved in the Happy Card Project this September as part of Thinking of You Week (21–27 September), an initiative that brings together local schools, families and charities while celebrating the power of sending cards and spreading kindness.
The Happy Card Project perfectly reflects Thinking of You Week’s message: “Send a Card, Deliver a Smile.” By encouraging children to create cards designed to brighten someone’s day, the initiative helps spread joy while raising money for good causes in local communities.
Bringing Communities Together Through Greeting Cards
The Happy Card Project invites primary school children to design a greeting card with one simple aim: to make someone smile.
The children’s artwork is displayed in-store and customers are invited to vote for their favourite design. The winning card is then professionally printed and sold by the retailer, with all profits donated to the young designer’s chosen charity.
The initiative helps retailers build relationships with local schools, families and charities, generate positive community engagement and celebrate the values at the heart of the greeting card industry.
How the Happy Card Project Works
Taking part is simple:
The project was launched by project co-ordinator Heidi Early of Earlybird Designs in her own shop two years ago alongside former manager Hannah Sharman, who now runs her own retail business.
Hannah said “We’ve run the Happy Card Project twice now and it’s always hugely popular.
It brings new families into the shop, strengthens community connections and gets children excited about greeting cards. We’ll definitely continue it every year.”
Heidi added “Seeing children’s artwork proudly displayed in the shop is wonderful. They also learn that a creative idea can raise money for charity, which is incredibly rewarding.”
Following the success of the project, Heidi worked with GCA supplier members Windles Group to create a free step-by-step guide, making it easy for retailers to run the initiative in their own communities.
Making a Real Difference
One retailer who took part last year was GCA member Handpicked by Henrietta.
Owner Sarah Halsall said: “It was fantastic getting local children involved. Hearing why they chose their charities was really moving, and customers loved supporting the project.”
Among the participants was Pippa, whose design was voted the winning card. Inspired by local siblings Amelia and her brother, who both live with Batten disease, Pippa chose to support Ollie’s Army, a charity that helps families affected by the condition.
Sales of Pippa’s winning card raised funds for the charity while also helping to shine a spotlight on Batten disease and the challenges faced by families living with the condition.
The project brought together a young designer, a local family, a worthwhile cause and the wider community, demonstrating how greeting cards can create meaningful connections while making a real difference.
Stories like this demonstrate how the Happy Card Project goes beyond card design, creating meaningful connections between schools, families, retailers and charities.
Supporting Kindness and Creativity
Ian Kear-Bertie, Creative Director at Windles Group, said “The Happy Card Project perfectly reflects the kindness and creativity of the greeting card industry. It’s a brilliant way to inspire young designers while supporting local charities.”
The initiative is supported by the Greeting Card Association, Earlybird Designs, Windles Group and Enveco. Winning designs are professionally printed and delivered within 10–15 days, ready to be sold in-store.
Want to Run Your Own Happy Card Project?
If you’re inspired by the stories from Earlybird and Handpicked by Henrietta who have taken part, why not run your own Happy Card Project during Thinking of You Week?
Heidi has created a free step-by-step guide to help retailers bring the initiative to life in their local communities. The guide includes everything needed to get started, from approaching local schools and promoting the project to displaying entries, organising voting and selling the winning card
Resources available to download include:
To get involved:
As Heidi says, “cards really do make people happy” — and the Happy Card Project is a wonderful way to celebrate the spirit of Thinking of You Week while supporting local schools, families and charities.
About Thinking of You Week
Organised annually by the Greeting Card Association, Thinking of You Week (21–27 September 2026) encourages people to connect, spread kindness and brighten someone’s day by sending a card to let them know you’re thinking of them.
Whether it’s a card to a friend, neighbour, family member or someone going through a difficult time, the message remains the same:
