Steven Perchuk
Why Stamps
Stamps
Abstract
I love stamps. And before you think it - no, I am not 70 years old. And that is exactly the problem facing the stamp collecting community today. I do not know any other person my age who collects stamps, and I want to change that!
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As stamps are an extension of history, I am tasked with reframing history in a modern, fun context. To bring a younger generation into the world of stamps, I decided to make stamps cool again.
Stamp collecting is the world's most popular dying hobby and has a huge disconnect with younger generations. However, the dangers of technology addiction make our audience wary of screens. Using the most valuable collector's item - curiosity - I showed how owning a piece of history opens infinite rabbit holes in your mind.
The Ask:
Help the American Philatelic Society (the stamp homie society) appeal to younger people and bring in new, younger members.
Background:
Stamp collecting is the world’s most popular dying hobby.
With over 50 million collectors worldwide, philately is one of the world’s most popular hobbies. However, enthusiasts are mainly either retired or investors, with the average age being ~ 65 years old. The rise of the internet has positioned stamps as purely functional in peoples’ lives, neglecting the history and beauty of the stamp itself.
Problem:
Younger generations are spending an unhealthy amount of time in front of screens.
61%
of internet users are addicted to it.
73%
of ages 13-17 are addicted to the internet.
71%
of ages 18-24 are addicted to the internet.
Technology addiction can have a severe impact on mental health as well as severe physical health problems.
Audience:
All kinds of collectors looking to reconnect with the world around them.
33%
of people say they find it difficult to take a break from technology, even temporarily.
​Our audience wants to reconnect with the pre-digital world and minimize their time in front of screens // They are all collectors, whether it be sports memorabilia, clothes, or homework assignments.
Insight:
The most valuable collector’s item is curiosity.
Stamps give people the perfect opportunity to expand their curiosity and own a piece of history that coincides with their passions, family history, and aesthetic.
Curiosity is the only ingredient needed to be a stamp collector and as there are billions of stamps in the world, the rabbit holes are endless.
Opportunity:
The APS can position stamp collecting as the most satiating world for the most curious of collectors, easing technology addiction in the process.
Strategy: Show how owning a piece of history opens infinite rabbit holes in your mind.
Don't worry creatives, I haven't forgotten about you. Here are some things to think about!
What are daily aspects of growing up that have remained the same over time, and what have changed? Ex. Mom tells you to get the chicken out of the freezer, you forget, chaos ensues. How did that look like in 1924?
What are humanity's collectables, and how does that connect past and present?
Stamps have also been used to champion social causes, whether it be support for Ukraine or encouraging equality in women's soccer. How can the APS intertwine social narratives into their own?