Royal Mail’s objective was to create a national education programme and competition through schools that introduced young children to stamps and stamp collecting. We created, implemented and promoted Royal Mail’s Christmas Stamp Design Competition through the iChild network. The prize for two children was to become the designer of the 1st or 2nd Class Christmas Stamps.
We developed an education resource pack to support the competition. This contained five lesson plans to enable participating schools to develop a week of lessons based on stamp design and production.
A target of 45,000 entries was set by Royal Mail, which was exceeded by 433%. Over 800,000 children from 5,500 primary schools took part, and 240,000 competition entries were submitted. Press and TV coverage for the campaign exceeded any other Royal Mail initiative in recent history.