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Overview
This poster specifically targets New Zealand women in terms of saving and financial independence. It advertises the Kiwi Wealth KiwiSaver retirement scheme (Kiwi Wealth is related to Kiwibank).
The image mimics the iconic American Second World War poster 'We can do it!' in which a young woman rolls up her sleeves ready for war work. In this poster, the model is dressed and groomed in 1940s styling with long sleeved overalls, spotted head scarf and red lipstick. This 'vintage' look was particularly fashionable at the time of the poster's production in 2015.