Why would one woman campaign to rehabilitate the reputation of a holiday people love to hate?

Since 2015 I have been posting a Valentine’s Day photo countdown on my private social accounts. The audience was limited to people I know personally. Of that group 3, maybe 4, Valentine’s Day haters became Valentine’s Day skeptics, and 8 to 10 Valentine’s Day skeptics became full-on celebrators. It’s been hugely satisfying to have people tell me they look forward to this little campaign every year and my friends periodically contribute images for me to save for the countdown too.

For 2022 I decided it was time to either retire my personal marketing campaign for the soul of Valentine’s Day or take it public. You, dear Public, win. We are going big! Please follow and share my Instagram Account and take note that each year, for 14-days I’ll be sharing images of hearts found situations* to get you inspired enough to whip up a few valentines of your own.

My message to re-think this warm holiday in the coldest part of the year is important to me. But so is the creation and curation of the images I post. It’s a challenge that I spend the year preparing for and in the end, it’s also a cheap and meaningful way to be a collector. If this goes well I’ll come up with ways for anyone to submit images they own (with credit) but for this first public year, they will be all mine.

Please remember that Valentine’s Day should always be simple. It won’t take much of your time and should decrease any sense of inadequacy in human connection. We are going to have fun and trust me if you hand a friend a paper heart and say “Will you be my valentine?” it’s gonna be funny and they will definitely say yes.

Happy Valentine’s Day you wonderful thing, you - Xan

*mostly found IRL with a few good internet exceptions.