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Smeyeling, Masknesia, Sighfive: ‘New Words for Now’ Brings Levity to the Lockdown

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A light-hearted charitable initiative developed by Mixtape has been built around a new vocabulary that describes our strange Covid world

Smeyeling, Masknesia, Sighfive: ‘New Words for Now’ Brings Levity to the Lockdown
Smeyeling. Footwhere. Masknesia. These are just a few of the new words being used to describe the daily situations - some humorous, some annoying - that Canadians are encountering during the pandemic.

From our constant attempts to smile using only our eyes, to uncertainty about whether we’re properly following the directions in public places, to the realisation we’ve left our mask at home, the pandemic has created a whole new set of new circumstances for everyday life. Now, a new initiative called 'New Words for Now' is providing new expressions that sum up this strange and sometimes confusing era.

They include:


There are six phrases in total, and they’re featured on merchandise including sweatshirts, tote-bags, notebooks and masks being sold on the website. All of the proceeds will go towards supporting Canadian mental organisations including CAMH and Jack.org.

Each item features a charming illustrated representation of a particular phrase created by Toronto designer and illustrator, Sara Kralovanszky.


Developed by Mixtape, a Toronto advertising agency, 'New Words for Now' is taking a whimsical approach to addressing the toll the pandemic is taking on Canadians mental well-being as it approaches nearly one year since it was first identified in Canada.

“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. New Words For Now sets out to change that in a light-hearted way that recognises we're all going through the same thing.” said Mixtape’s creative director, Greg Shortall. “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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Genres: Comedy, People

Categories: Charity, Corporate, Social and PSAs

lbbonline.com, Fri, 12 Feb 2021 16:37:55 GMT