SAF PR Campaign Touts the Positive Reaction Flowers Create

Funded by the Society of American Florists (SAF) Fund for Nationwide Public Relations, a new campaign is alerting the media to the results of the Power of Giving Flowers Study, conducted at Rutgers University and funded by the American Floral Endowment in 2006. The study reveals that people who give flowers make the best impression, compared to other gifts studied. Floral givers are considered more likable, friendly and emotionally intelligent. They are regarded as highly caring, trustworthy, loving, successful, and as valuing achievement and beauty in life.

SAF will launch the campaign in Spring 2008 to generate print and broadcast media coverage of the flower message. Lead researcher Dr. Jeannette Haviland-Jones acts as spokesperson to explain the study’s findings. SAF will provide floral gift-giving advice through “top 10 occasions” and “top 10 people to impress” lists.

“For years, we have promoted the exciting scientific research studies that prove the emotional benefits of receiving flowers. Now we have the research to prove the benefits of giving flowers,” says Dwight Larimer, SAF consumer marketing committee chairman.

SAF is also continuing its efforts to minimize the “in lieu of flowers” phrase from death notices. In 2007, SAF reached out to the National Funeral Directors Association (NFDA) and various funeral trade publications about the role of sympathy flowers in the bereavement process and the benefits of working with local florists. A new trade advertising campaign in NFDA’s magazine, The Director, will feature full-page color advertorials to illustrate the importance of sympathy flowers and reach nearly 13,500 funeral service professionals.