We Can Do It!

A poster that has become a symbol of equality for the last eighty years had modest beginnings. Little did the originators know that it would light a fire in the hearts of women that could never be extinguished. 

Political Campaign

Description

The poster was created sometime around 1942 by artist J. Howard Miller as a commission by Westinghouse Electric Company during World War II for the War Production Co-Ordinating Committee. Though displayed only briefly in Westinghouse factories, it was part of the national campaign to enlist the average American women to join the workforce while their husbands, brothers, and uncles were at war. 

Ten million young working age American men would serve in the military during WWII.  This was the most Americans that had ever served in a war. 

While at the same time, the country would drastically increase its war production at Home.  

This combination, led to unprecedented social changes in the American Workplace.

Publicity campaigns such as this were aimed at giving women who had never before held jobs, the courage to take up the patriotic cause to join the workforce. "Poster and film images glorified and glamorized the roles of working women and suggested that a woman’s femininity need not be sacrificed. Women were portrayed as attractive, confident, and resolved to do their part to win the war. "

Women were widely encouraged to take wartime jobs in defense industries as an act of patriotism and solidarity with their fellow countrymen, they were celebrated and honored for their "service" to their country.  When the war ended though, many industries forced these women to relinquish their skilled jobs to the men as they returned home from the war and as often is the case with war heroes. The sacrifice and service these women gave was soon forgotten. National Museum of American History

 

Even though there were many images of working women during this era, the image of women in factories seemed to dominate. "Rosie the Riveter--the strong, competent woman dressed in overalls and bandanna--was introduced as a symbol of patriotic womanhood. The accoutrements of war work--uniforms, tools, and lunch pails--were incorporated into the revised image of the feminine ideal."

Rosie the Riveter

Who was Rosie? Many have attributed The lady in ‘We can do it!’ poster of 1943, as Rosie the Riveter. The true origins of Rosie however has been a case of disagreement for many years and has been speculated to be attributed to a variety of different stories or sources. 

 

The song: ‘Rosie the Riveter’ from the song with the same name was written by Redd Evans and John Jacob Loeb during 1942. The song portrayed a vigorous female labor during the American war production but was reported to not be associated with the cover girl in the poster. War History

Norman Rockwell:

The song was said to inspire Norman Rockwell to paint a depiction of Kyser's Rosie for an issue of the Saturday Evening Post. Rockwell's painting was then used by the Treasury Department for war bond drives throughout the war. There was even an official WOW bandana, made by the War Department for female ordnance workers. 

But there is no one singular inspiration for Rosie the Riveter and the "We Can Do It" Poster was said to be inspired instead from a Westinghouse Campaign Titled "All This And Overtime, Too," and the Poster was not associated with Rosie the Riveter until decades later. Military.com

 

Nevertheless, Women continue to draw inspiration from this image to this day. Let's all Remember that whatever we put our minds to,  

WE CAN DO IT!