The USPS is in dire need of funding. Either from the government or the people. If you take all the adults in America, and if all of them bought $10 worth of postage, you're in the billions.
As a visual way of communicating stamps can save the USPS, turning a stamp into a parachute made a lot of sense. Incorporating the stars from the flag into the stamp itself, represented that all 50 states should take part in the this effort. The image is supposed to inspire action yet retain a hopeful/positive visual style.
The reaction to the work has been great. The image has also been shared across social media and it appears people have been buying stamps because of it.