4media group recently conducted a campaign with Cunard Cruises, which consisted of both research and broadcast elements in order to promote awareness of the brand and discuss the lost art of letter writing.

Joining us in the studio to tell us more about the research and inspire us to pick up a pen more often, was author and founder of the One Million Lovely Letters project Jodi Ann Bickley.

The Campaign

For centuries we’ve corresponded by letters. Whether it’s in moments of love, gratitude or anger, pen to paper has been the go-to method for keeping in touch. However, it would seem that few of us nowadays are using this method, with many going days without picking up a pen at all. 

New research from Cunard has found that more than half (54%) of Brits have received less than 5 letters in the last 10 years – that’s less than one every two years. Furthermore, a quarter (26%) of Brits have not received any handwritten letters in this time. 

When Brits are writing letters, they are most likely sending letters of complaint (18%) than love letters (13%), but the most common letter type sent by Brits is a thank you letter (40%). 

40% of adults are embarrassed about their handwriting with 57% stating theirs has gotten worse over time. Furthermore, 50% of Brits admit they have become dependent on auto-correct on their computer/phone/tablet to help with spelling and grammar. This figure rises to 78% for 25-34 year olds and 60% of 35-44s! 

Despite this barrier to writing letters prevalent now among Brits, 7 in 10 have kept letters they received years ago from loved ones. Brits are most likely to keep letters from their friends (31%), partners (28%) and their parents (22%), while one fifth (19%) still have letters from an ex-lover! In contrast, people only usually remember WhatsApp messages and tweets for several hours (23%), while sentimental letters stick with people for a lifetime (36%).


The coverage for the campaign was brilliant with 17 broadcast interviews secured, including 6 BBC radio interviews, such as BBC Tees, BBC Leeds, BBC Lancashire, BBC Derby and more, as well as an interview with Talk Radio, Capital FM Yorkshire, Capital FM North East and more.


Coverage Highlights