The mother of Winter Olympic champion Lizzy Yarnold has backed calls to paint a postbox gold to mark her daughter's achievement - to help inspire Britain's future winners.
More than 43,000 people have signed an online petition calling for Royal Mail to honour Yarnold, 25, who won Britain's first gold at the Sochi Winter Olympics in the women's skeleton.
Campaigners want the Royal Mail to paint a red postbox gold in West Kingsdown, near Sevenoaks, Kent, to recognise Yarnold in the same way as they did for London 2012 champions.
But Royal Mail has said London 2012 was a "unique occasion" as host nation, and it was "exploring other ways of marking the achievements of our athletes".
The crusade has been backed on Twitter with hundreds of users, including double Olympic champion Dame Kelly Holmes, using the hashtag #paintitgoldforlizzy.
Yarnold has retweeted messages supporting the campaign, which has been led by her local newspaper, the Sevenoaks Chronicle.
She has tweeted: "I've just read the conversation Piers Morgan had with himself after the race! Very very funny, thanks for supporting me."
As the momentum continued, her mother Judith said she hoped the Royal Mail will bow to public demands, to inspire future generations of Britain's sportsmen and women.
Mrs Yarnold, a teacher, said: "This isn't about me or us, it's about recognising the achievements of the Olympians who have put in so much effort to gain their achievements.
"They put in an amazing amount of work to get where they are, and the public clearly want to recognise this by having gold postboxes.
"As a mum, I know what it takes, not only for the Olympic athletes but also for the parents. Every parent has given up so much to get their children to where they are and they have enjoyed doing it.
"A lot of people who are not sporty tend to understand what the Olympics means. It would be nice to see the inspiration and the recognition given by the gold postboxes carry on."
Online campaigners say the achievements of Winter Olympians should be celebrated just as those who won gold at the Summer Olympics were.
Gill Curtis-Shaw, from Cheshire, wrote: "Come on, a GOLD medal is a gold medal, paint the postbox and show the country how much we appreciate our sportsmen/women."
Antony Housley, from Hoylake, wrote: "Lizzy should receive the same accolades as the 2012 athletes. In the spirit of fairness the postboxes should be gold."
Despite the growing campaign, Royal Mail said its position had not changed. A spokesman said: "London 2012 was a unique occasion. The UK hosted the Games and our athletes performed extraordinarily well.
"Because of our status as the host nation, Royal Mail chose to mark the achievement of our athletes through gold postboxes as well as stamps.
"For the Winter Olympics 2014 Royal Mail will not be creating gold postboxes but we are exploring other ways of marking the achievements of our athletes, including creating a special postmark."