KANSAS CITY, Mo. — Buying a greeting card for someone's birthday, anniversary or if they're feeling under the weather is pretty straightforward.

But what if they're undergoing chemotherapy or struggling with depression?

"Get well soon" probably won't cut it.

Likewise, most cards lining the store shelves don't fit such occasions as someone leaving an abusive spouse, undergoing drug rehab or declaring their sexual orientation.

Hallmark Cards Inc., which has built its $4.2 billion empire on sentiments for life's happier times, is releasing a new line of cards to speak to those and other situations.

For illness: "Cancer is a villain who doesn't play fair ... but it can't dim your spirit, and it can't silence prayer."

For eating disorders: "All I want is for you to be healthy — healthy and happy with yourself. Please take it one day at a time until you are."

For depression: "When the world gets heavy, remember, I'm here to help carry it with you."

The 176-card collection, called Journeys, went on sale last month at Hallmark's 3,800 Gold Crown stores.

Cynthia Musick, the editorial director who oversaw Journeys, said the cards provide more personal messages of support and encouragement, for which the company's research indicated there is a demand.

Theresa Steffens, an assistant product manager at Hallmark, said a majority of online and focus group respondents said they couldn't find what they were looking for when needing an encouragement card.

"Either the consumer said they were walking away from the display or they were just unhappy with the card that they purchased, so we saw this as a huge opportunity," Steffens said.

Customers said they want cards for more real-life situations.

"They said, 'I don't know what to say during a difficult time, so I don't say anything at all,' " Steffens said.

The new line includes cards tackling cancer quitting smoking, caring for an aged parent, miscarriage, anniversaries of loss, loved ones in the military and traumatic loss, such as someone dying in an accident or homicide.

Others are happier, celebrating a year being cancer-free, nearing the end of chemotherapy or general encouragement for teenagers.

The messages are designed to take a more personal approach than the standard sympathy card, said card writer Sarah Mueller.

"You can't send somebody who is seriously depressed a 'cheer-up' card because it's insulting and it doesn't help," Mueller said. "That's what depression does, is it makes you feel like you're all alone. So just being able to write something, the attempt was just to say, 'I'm here.' "

Company spokeswoman Rachel Bolton noted that there are two cards that could be sent to gay people who have disclosed their sexuality. The cards don't directly refer to homosexuality, only extolling the person to "Be You" or "This is who I am" or featuring a rainbow, a symbol of gay pride. Bolton said the writing is general enough for other uses, however, with one focus group member saying they would send it to a friend starting a new job.

"Our findings determined that people didn't want to be labeled or identified," Bolton said.