In 1954, Superman (National Comics) and the United States Treasury Department teamed up to encourage kids to save for the future by purchasing Treasury Stamps for pennies, nickels, and dimes, and pasting them into a book to buy a full bond eventually. Well, if it’s good enough for Superman, it’s good enough for me.
In Stamp Day for Superman, the story begins with Lois Lane and Clark Kent walking down Main Street and window shopping. Clark quickly grows impatient with Lois’ need to look through every single window. As they approach the jewelry store, their outing is interrupted by a nearby burglary. Superman springs into action and apprehends one of the burglars, who stayed behind while his partner fled. The remorseful man confesses that he lacked the courage to run and, just this one time, wishes he had saved for the future instead of turning to crime. Superman praises him for doing the right thing by not running away. Lois, meanwhile, catches a glimpse of the second suspect.
Back at the Daily Planet, Clark and Jimmy Olsen discuss the importance of saving. Jimmy recalls how, as a schoolboy, he saved Treasury savings stamps. Realizing it’s Thursday, Stamp Day at the local school, Clark suggests Jimmy write an article encouraging children to save. They both visit a nearby school, where Clark is impressed by how eager the students are to participate. The principal, Mr. Garland, even asks if Superman might visit someday to inspire the kids.
A remorseful criminal confesses while Superman listens in the background.
“Superman isn’t above ‘positive’ propaganda.”
Meanwhile, Lois receives a phone call from Blinky, the burglar’s partner, who asks if she remembers him from the jewelry store heist. He promises to turn himself in, but only if Lois meets him alone. She agrees but walks right into a trap—Blinky kidnaps her, fearing she could identify him. With Lois in danger and the children hoping for a Superman appearance, the stage is set for another heroic rescue and a heartfelt lesson in the value of saving for the future.
I suppose Superman isn’t above “positive” propaganda. Even Mickey Mouse flat-out told his fans that Hitler was a fascist and needed to be stopped at all costs. Here, Superman is blatantly encouraging children to support that national treasure under the guise of saving money for the future, like the poor man who had to rob a jewelry store.
As a fan of The Adventures of Superman reruns as a kid, even I understood that my favorite TV shows all had to have some kind of public service announcement episodes. It was common and fooling no one. I wonder if kids today even know what a Treasury Bond is? Here, Superman flat-out encourages kids to put together a stamp drive at school, while hiding it in a typical story of Lois in danger and needing Superman’s help. If nothing else, the dated nature of this episode serves as a history lesson about what it was like getting the nation back on its feet after the devastation left by World War II.
Stamp Day for Superman is a unique blend of entertainment and civic education, using the power of popular culture to promote financial responsibility among American youth. With the trusted image of Superman leading the message, the film helped normalize the idea of saving money and supporting national goals through U.S. Savings Stamps and Bonds. In doing so, it stands as a rare example of “positive propaganda”—one that encouraged good habits through storytelling rather than fear or coercion—though it still feels like coercion.
"…I wonder if kids today even know what a Treasury Bond is?"
