High-contrast children's stamps 2013

The living conditions of the depicted Ethiopian children certainly do not present a cheerful and flourishing picture of reality. On the contrary. The expressive power of black-and-white photos is more fitting here than that of color photos. These three children's stamp children are involved, per horizontal stamp pair, in two role-playing activities within the photographic visual narrative: 'studying' worker – working 'student' (duo-role or dual role). These six children's stamp images truly provide a picture of the target group for which the supplementary funds are intended: children who are less fortunate and need a helping hand.

Agreement!

These new children's stamps correspond in subject matter/content to the direct depictions of the target children on the 1931 children's stamps (nvph 240/43). These feature a deaf, mentally retarded, blind, and neglected child. The slogan at the time was: “Show people reality.” Hence, a realistic representation, in which designer Kiljan attempted not to be 'offensive'. Negative reactions at the time were harsh: “It is highly indecent to make public the defects of certain, recognizable children in this way. People prefer attractive stamps, not indicators of abuses and sorrow.”

Whether the new children's stamps will evoke such reactions is doubtful. The stamp images are perceived and interpreted as unappealing 'far-from-my-bed images'. Moreover, people see a great deal of misery on television these days, causing them to become emotionally numb and no longer react to it (apathetic). In an increasingly hardened society, people are becoming less and less emotionally involved. Up until now, exemplary children in radiant health have always appeared on children's stamps (with the exception of the Third World children (black-and-white photos) on the 1979 children's stamps (nvph 1186/88)). Top scorers of 'desirability' have recently been Princesses Amalia, Alexia, and Ariane on last year's children's stamps.

Deception?

The latest 'There is mail!' edition (Autumn 2013, p. 18) reports on the new children's stamps under the heading 'The children's stamps are coming' in a caption accompanying a color photo showing 10-year-old Abaynew: “I had to herd cattle every day. Very hard work. I recently started learning to read and write, that makes me happy.” The text of the article adds the following: “Anbaynew’s parents have since understood how important school is for their son’s future. Now he is allowed to go there and learns to read and write.” The accompanying text suggests that the happy and cheerful-looking little boy in the color photo (with a teacher writing on the blackboard in the background) is the same person as the one in both striking images on the children's stamps featuring the red face value and country name. This assumption is incorrect! On the left side of the color photo, a vertical text reads 'Photo: Frank van Geelen', whereas both black-and-white photos of the children's stamps were taken by Anton Corbijn. In other words, they are two different children, both of whom have to care for the livestock (as work). We are therefore being misled by the text. Moreover, the color photo has a completely different function/role in this article than the black-and-white photos on the children's stamps. The appealing color photo brightens up the article and motivates people to buy new children's stamps (again). The color photo evokes a positive sense of experience.

Proceeds from the 2012 children's stamp campaign

Last year, the children's stamp campaign raised a record amount of 11.6 million euros (1,6 million more than in 2011). This has not been surprising. There was a combined reason behind it.

1. On September 14, 2012 (12 days before the school campaign when students go door-to-door with order forms), all media devoted ample attention, in words and images, to three very special models on the new children's stamps: 8-year-old Princess Amalia, 7-year-old Princess Alexia, and 5-year-old Princess Ariane. As celebrities, the three princesses are exceptionally popular. Many are interested in owning these royal children's stamps (as collector's items).Following the conclusion of the children's stamp campaigns, employees traditionally receive a children's stamp thank-you card (issued as early as 1949) for their actual assistance. Of the 12.000 copies (this numbered card is the 4565th), a large proportion end up with teaching staff as 'close collaborators' of the school campaign. This double-sided card features a children's stamp cancelled in Leiden (domicile of the Stichting Kinderpostzegels Nederland [SKN]) dated 6-XI-12. Due to the use of the six children's stamps, six variants of this card exist. Collectors need not approach SKN to obtain such a card: they are issued only to employees. In 2008, the Vereniging Kinderpostzegels & Maximafilie published a comprehensive and richly illustrated color catalogue (multibinder).
2. The high-profile subject has therefore received an extraordinary amount of attention from the visual and print press for 12 consecutive days. This extra-long, free period of publicity and advertising has certainly paid off for the children's stamp campaign.
3. The photos taken by father Willem-Alexander will certainly have contributed to the sales success as well.

It is doubtful whether this year's children's stamp campaign will reach the spectacularly high revenue of last year. This year, the school campaign featuring stamp images was not preceded by an extensive press 'advertising period'. Apart from the current crisis period, in which everyone is more conscious about spending money, the children's stamp subject and images (especially those in black and white) appeal less to the public.