Why did An Post have a special 1p stamp in the 80's?

Lauren

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My mother recently found a letter from her favourite aunt which was sent on 3rd January (not sure what year but I'm pretty sure it was early 80's?). The envelope has a 1p stamp on it and the aunt made mention of having to get the letter off to avail of the 1p offer. Does anyone remember the reason for this special offer? I have a vague recollection of it but have googled and can't find reference to what the reason was. BTW the year is not readable on the envelope.
 
It was for the first day of An Post vs Department of Posts and telegraphs. Also to promote letter writing.