Vitamin F, a new consumer program promoting the energy of flowers
launched in late August and combines university research linking
flowers to happiness and emotional health with advice from a personal
fulfillment expert.
Through a strategic public relations campaign targeting print, broadcast and online media, the Society of American Florists - Flower Promotion Organization (SAF/FPO) Alliance is publicizing the message that flowers are an important home design element, helping to create homes where we feel happy and harmonious.
The Vitamin F campaign focuses on the Home Ecology of Flowers Study commissioned by SAF/FPO and conducted at Harvard University that shows flowers feed compassion, chase away anxieties and worries and provide a boost of energy. It also features the Emotional Impact of Flowers Study, conducted on behalf of the SAF PR Fund at Rutgers University, and proves that flowers create instant delight and happiness, and increase enjoyment and life satisfaction.
To develop Vitamin F, the SAF/FPO Alliance worked with personal fulfillment expert and best-selling author of "Feng Shui Your Life" Jayme Barrett. Vitamin F features seven floral arrangements that evoke different emotional energies: gratitude, wellness, inspiration and motivation, love and romance, new beginnings, serenity, and prosperity. Vase style, flower color combination, shape and significance, and placement in the home all play an important role in the Vitamin F arrangements.
Featuring Barrett as spokeswoman, the Vitamin F PR campaign launch includes: the distribution of a press kit to print media nationwide, targeted pitching to national consumer magazines, and coverage on SAF's consumer Web site, http://www.aboutflowers.com/, and the FPO site, http://www.flowerpossibilities.com/. A matte article focusing on home décor is targeted to special home supplement publications.
In late October, the SAF/FPO Alliance will launch a broadcast and online component to the campaign. It involves a 30-second video to reach 2.2 million consumers when it airs on Direct TV - Lifestyle channels, including A&E, BET Jazz, Discovery Home & Leisure, DIY, Fine Living, Fit TV, Food TV, Hallmark, HGTV, Ovation TV, The Learning Channel, Travel Channel and TV Guide. A 90-second video vignette will be posted on http://www.aboutflowers.com/, http://www.flowerpossibiliites.com/, and multiple YouTube channels for viral online distribution. The campaign will reach out to influential bloggers in the wellness and home décor community, and encourage them to spread our powerful message.
These combined efforts work together to put the floral message in the context of everyday news and create top-of-mind awareness of flowers among consumers.
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