Skaug claims to have commercialised the idea of free postcards after witnessing a French photographer distributing free photos as postcards in a restaurant as an advert for his services. In 1991, the concept took off in Scandinavia and has since spread to over 30 countries. The cards have been well received worldwide, but we have never had a reaction to match that in South Africa. They may then pin them up at home or mail them to a friend. Skaug says the postcard medium is not only for those who want to advertise fast-moving consumer goods.
Governments also use it to highlight safe sex or to warn against drunken driving.
As part of its philosophy, Kort Sagt uses some of its cards to promote charitable or social causes. Among the cards currently being offered in South Africa is one which outlines the harm of abusive speech. Another is part of a campaign which calls on President Mandela to make crime a major priority. Kort Sagt has set up an SA office, called Grapevine, and has offered local stakeholders a small share. Skaug, however, is not commenting on the size of his group's investment here.