Inkmates

Young people aren’t writing or sending letters. Create a campaign that invites Gen Z to send letters as a part of their social routine by highlighting the exciting experience of connecting through snail mail.

Insight 1: Gen Z has a curated digital social life that increases loneliness.

“More time spent striving for meaningful relationships on social media may therefore result in a deeper sense of loneliness.” - (National Library of medicine, 2023)

Insight 2: A culture of fleeting communication has left Gen Z searching for permanent forms of connections that feel more authentic.

Insight 3: Gen Z connect with tattoo culture. Postage stamp tattoos have become popular among Gen Z.

Canadian Gen Z are in a connection crisis. Social media, texting and other fleeting forms of digital communication have lead to feelings of loneliness. In response, the loneliest generation is on the hunt for more permanent forms of connection. To address this issue, we purpose that Canada Post invites young Canadians to build permanent connections with like-minded people by writing them a letter. By taking inspiration from the permanence of tattoo culture, this campaign highlights how letter-writing is a more authentic form of connection. This campaign centres around the Inkmate letter exchange program that matches up young people based on hobbies and interests. Canada post then facilitates the exchange of letters in between Inkmates, including a temporary tattoo in their initial exchange. Who better to serve young Canadians in an isolation crisis than the original facilitator of connection?