Tag Archives: advertising

Publicising the postcode

Today’s episode of The Peoples Post explored the issue of modernising the Post Office, looking particularly at the development of postcodes.

In order for the introduction of postcodes to succeed the public needed to be willing to adopt them. Psychological studies showed that the best means of achieving this was for the postcodes to “compromise familiarity and brevity”[1]. Once a system of postcodes encompassing both these virtues was developed and rolled out, the next step was for the Post Office to publicise the new means of addressing the mail.

The Post Office invested heavily in a range of campaigns to increase the use of postcodes. In the late 1970s these campaigns were intended to “remind, not persuade people to use their postcodes”[2]. This recognised that the main reason for not using a postcode was forgetfulness, rather than outright resistance to postcodes.

One character helping promote postcodes in the 1980s was Poco the elephant. Although the use of an elephant in publicity campaigns played on people’s forgetfulness when using postcodes, Poco himself is well remembered by visitors to the Royal Mail Archive. In addition to this poster, we also have a range of other material produced as part of this campaign, including a pen, a sweatshirt, a badge, and a vinyl record (the Postcode Song, with Poco on the cover).

Poco the elephant says… (POST 110/3083)

Poco the elephant says… (POST 110/3083)

Other campaigns, such as the one below from the 1970s, attempted to use storytelling as a means of increasing the use of postcodes. This style of poster gave more scope to explain why postcodes were important. The storytelling element also helped members of the public relate to familiar situations.

Slapdash Harry and the missing postcode - educational poster featuring a cartoon storyboard explaining postcodes, c. 1970 (POST 110/2686)

Slapdash Harry and the missing postcode - educational poster featuring a cartoon storyboard explaining postcodes, c. 1970 (POST 110/2686)

Finally this poster from the 1980s uses the notion of a romantic rendezvous to drive the postcode message home.

Let's meet under the GU1 3AA. Please use your postcode - poster promoting postcode usage, c. 1980 (POST 110/1137)

Let's meet under the GU1 3AA. Please use your postcode - poster promoting postcode usage, c. 1980 (POST 110/1137)

This romance echoes attempts in the 1930s to promote the use of London postal districts, as beautifully portrayed in the film N or NW.

– Helen Dafter, Archivist

For more on today’s episode of The Peoples Post see our webpage The Post Code. Further images can be found on Flickr. Use the Twitter hashtag #PeoplesPost to comment on the show.


[1] POST 17/173, Code Design and the Design of Keyboards: Report of work carried out on behalf of the Post Office, 1958-62.

[2] MD/FE/1342 Postcode system – design of postcodes and the extent to which consumer reaction was tested. Including “social survey on post office services” 1956.

Greetings Telegrams

by Vanessa Bell, Archivist

Greetings telegrams were introduced in Great Britain on 24 July 1935; for the payment of an extra 3d (three pence) people could have their telegrams delivered on a specially illustrated form complete with a golden envelope.

Advertisement for the Greetings Telegram service: "A new way of saying Many Happy Returns"

Advertisement for the Greetings Telegram service (POST 104/15).

Greetings telegrams had already proved popular in other countries and they were an instant hit with the British public with nearly 25,000 telegrams being sent in the first week.

Advertisement for the Greetings Telegram service: "Send a Greetings Telegram"

Advertisement for the Greetings Telegram service (POST 104/15).

For the Post Office, greetings telegrams were a means of revitalising the telegraph service; according to E T Crutchley in his book ‘GPO’ (p140), it gave the service ‘a chance to play its part in the joyful occasions of life’, helping it to ‘dispel that atmosphere of dread and sorrow with which the telegram was so often surrounded in the past’.

In 1935 George V sent a message to the Postmaster General congratulating him on the 300th anniversary of the Post Office, he chose to send his message via the recently launched Greetings Telegram service on a form designed by Margaret Calkin James.  This message was reproduced and displayed in post offices around the country in order to advertise the service.

A reproduction of the greetings telegram sent by George V to the Postmaster General used as advertising in post offices.

A reproduction of the greetings telegram sent by George V to the Postmaster General used as advertising in post offices (POST 104/14).

The Post Office employed several key artists to produce telegrams; these included Frank Newbould, Claudia Freedman, Edward Ardizzone and Rex Whistler. Whistler designed the very first St Valentine’s day greetings telegram in February 1936; it proved popular and thereafter St Valentine’s day greetings telegrams were issued annually.

The St Valentine's day telegram is bordered with cherubs holding arrangements of leaves and fruits.

St Valentine’s day greetings telegram form 1936 designed by Rex Whistler (POST 104).

The Post Office also issued exhibition souvenir greetings telegrams.

A souvineer telegram from the Post Office Exhibition, Portsmouth & Southsea, 1936. The telegram has a thick blue border and a drawing of a telegram messanger boy aboard a motorcycle.

Souvenir greetings telegram from the Post Office Exhibition, Portsmouth & Southsea, 1936 (POST 104/26).

The telegram has a blue and red border featuring a Christmas tree and an image of a telegram messenger boy.

Souvenir greetings telegram from the Young People’s Post Office Exhibition (POST 104/26).

In 1937, Macdonald Gill was commissioned to produce a special telegram to celebrate the coronation of George VI. In 1953, this idea was used again when Harold Lynton Lamb designed a telegram to celebrate the coronation of Elizabeth II.

The telegram is bordered by the monarch's coat of arms, surrounded by official flowers of England, Wales, Scotland and Ireland

George VI coronation telegram designed by Macdonald Gill, 1937 (POST 104).

Up until December 1940, greetings telegrams were delivered in a distinctive golden envelope, this colour was intended to emphasise the special nature of their contents. The outbreak of war necessitated the introduction of a new envelope, which was printed on white paper in blue to enable telegram delivery boys to read the addresses more easily during blackout periods.

Wartime exigencies brought about the suspension of the Greetings Telegram service on 30 April 1943; prior to this, economies had been made, with telegrams being issued in a more basic format to save on ink and paper.

The service was not reintroduced until November 1950 when the end of paper rationing saw the launch of a new greetings telegram form, designed by Claudia Freedman, together with a new yellow envelope, printed with red and black.

The return of the Greetings Telegram service was welcomed and the ensuing years saw designs by eminent artists such as, Eric Fraser, Balint Stephen Biro and John Strickland Goodall.

On 1 March 1957, in an attempt to boost usage of the service, a special ‘deluxe’ style of greetings telegram was introduced; this was a large folded card which came with a matching envelope, similar to a greetings card. The first of these, designed by Elizabeth Corsellis, was a wedding congratulations telegram, this was the first in a range of telegrams intended for specific occasions including birthdays and new births.

In 1982 the Inland Telegram service was axed by BT, although the Telemessaging service, which involved the sending of special occasion cards containing telephoned or telexed messages, continued to fulfil a similar function to the greetings telegram.

The book Bringers of Good Tidings by Ruth Artmonsky explores the Greetings Telegram is more detail. It is available now from our online shop.