Poster, 'Who - Me? Yes!'

This is a fund-raising poster designed and printed in World War II. It delivers an emotionally charged call for New Zealanders, particularly women, to give money to the war effort. Its intention is to remind civilians of their responsibilities during wartime by appealing to their sense of patriotism and sacrifice. The message uses guilt and coercion: 'Who Me? Yes! You too should be in the 3rd Liberty Loan'.

Designed for women

The small size of the poster indicates that it was probably displayed in work places where women were employed. The fashionable and pretty young woman exudes an idealised image of femininity and grooming. Her hair is arranged in 'victory rolls', her eyebrows are shaped, and her make-up includes red lipstick, blusher, mascara and eyeliner.

Even though women were a vital part of the war effort, their femininity remained important – both to society and to women themselves. There was a lot of anxiety around women doing traditionally male jobs, with some feeling it would lead to women neglecting their roles as wives and mothers.

Loans

From 1941, the National War Savings Office raised substantial internal loans to pay for the war through voluntary public subscription. Many New Zealanders lent their money to the government, at modest interest rates. The government repaid the loans after the war. As women became increasingly significant wage earners through their war jobs, the government saw them as potential investors.

Liberty Loans

Most of the loans were called Liberty Loans. This poster advertised the '3rd Liberty Loan' of 1943. It was probably displayed during the second week of the loan campaign when different sections of the community, like women, were targeted.

Significance

Posters such as this were seen throughout New Zealand during World War II. Nearly half the country's war spending was covered by internal borrowing. New Zealand had no outstanding overseas debt as a result of the war.