In 2005 Hallmark Cards wanted to revamp their image in the growing age of electronic communication. Cell phones, BlackBerrys and instant messaging were becoming a standard to the public. The company needed a way to convince the public that using a Hallmark card for a special message is still better than an instant message or text. In order to do so they would have to find out how they could relate their simple product to a world growing with technological interest. In the age of the iPod, cell phones, music and self-involvement, Hallmark seemed to be fighting an uphill battle. Although this age enabled an increase in societal connectivity, it appeared to be at the expense of qualitative communication.