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Mixtape begins New Words campaign

Toronto-based agency Mixtape has begun a campaign called “New Words For Now” intended to raise funds for mental health care organizations in Canada. Developed in association with illustrator and designer Sara Kralovanszky, the campaign introduces a number of new words applicable to life during the COVID-19 pandemic. These include: zoomates, describing people with whom we video chat; smeyeling, or smiling using only your eyes because a mask is covering your mouth; masknesia, or forgetting your mask when going out; and fognocle, referring to steamed eyeglasses caused by wearing a mask.

The promotion makes use of a website at <>, at which consumers can purchase merchandise displaying these and other words, along with illustrations of their usage.

“What we're all facing with this pandemic is new and difficult, and we don't even have the words we need to talk about it,” said Mixtape creative director Greg Shortall. “‘New Words For Now’ sets out to change that in a light-hearted way that recognizes we're all going through the same thing. Hopefully one day we can look at these items as a memento of these strange times. Almost like a badge of honour: ‘I was there and I got the t-shirt,’ or in this case, the crewneck sweater.”

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