The Story Behind the Iconic “We Can Do It!” Campaign (1943)

The Story Behind the “We Can Do It!” Campaign

During World War II, the U.S. government launched the “We Can Do It!” campaign, an iconic poster designed by J. Howard Miller in 1943. Originally intended to boost morale at Westinghouse Electric, the poster featured a determined woman in a red bandana flexing her arm with the bold statement, “We Can Do It!” The purpose was to encourage women to join the workforce, especially in industries that were vital to the war effort, such as aviation and manufacturing.

Empowering Women in the Workforce

At the time, women were filling roles traditionally held by men who were away fighting in the war. More than 310,000 women worked in the U.S. aircraft industry in 1943, making up 65% of the workforce. Despite this, the idea of women working was seen as temporary. Women were expected to return to their domestic duties once the war ended. Additionally, female workers were paid significantly less—often less than 50% of their male counterparts—and were typically demoted when men returned to their jobs.

The Enduring Legacy of “We Can Do It!”

Though the poster was not widely circulated during the war, it gained renewed popularity in the 1980s and has since become a symbol of female empowerment and strength. The “We Can Do It!” poster, along with the image of “Rosie the Riveter,” has become synonymous with the movement for gender equality in the workplace. Its legacy reminds us of the critical role women played during the war, breaking barriers and paving the way for future generations.

Impact on Women’s Roles in Society

The “We Can Do It!” campaign and the larger Rosie the Riveter movement not only helped win the war but also altered the workplace forever. Although the goal was temporary employment, the campaign highlighted women’s capabilities in traditionally male-dominated industries. While they were expected to return home after the war, the impact of their contributions lingered, leading to a reevaluation of gender roles in the workforce.

Conclusion

The “We Can Do It!” campaign is more than just a piece of history; it is an enduring symbol of strength, resilience, and empowerment. While it began as a tool to encourage women to join the war effort, it has since evolved into a powerful representation of women’s contributions, both in wartime and beyond.