"We Can Do It!" Artist: J.

Howard Miller

The "We Can Do It!" poster was created during World War II by J. Howard Miller in 1943 for

Westinghouse Electric to motivate female workers. Back then, it wasn't widely seen. However, in

the 1980s, it resurfaced and became famous. People often referred to it as "Rosie the Riveter,"

after the strong female factory worker. It was used to support feminism and other political causes

starting in the 1980s. It even made the cover of Smithsonian magazine in 1994 and was turned

into a postage stamp in 1999. In 2008, it was used in campaigns by American politicians, and in

2010, it was reimagined to celebrate the first female prime minister of Australia. Today, it's

among the most requested images at the National Archives and Records Administration.

Interestingly, when it was rediscovered, many thought it was always meant to inspire women to

join the war effort. However, during the war, it was an internal poster for Westinghouse,

displayed only in February 1943. Its purpose was not recruitment but to encourage women who

were already working to work harder. Over time, people have used the image for various

purposes, including promoting self-empowerment, political campaigns, advertisements, and

parodies.

In 1994, Geraldine Hoff Doyle incorrectly claimed to be the poster's subject after seeing it on the

Smithsonian cover. She believed she had also been in a wartime photo of a female factory

worker, thinking this inspired Miller's poster. She became known as "Rosie the Riveter,"

receiving recognition from various organizations. However, in 2015, it was revealed that the

woman in the wartime photo was Naomi Parker, who worked in early 1942 before Doyle
finished high school. Since it can't be proven or disproven whether the photo inspired the poster,

neither Doyle nor Parker can be confirmed as the model for "We Can Do It!"

The "Our Art We Can Do It" campaign employs a range of compelling visual elements to convey

its message of empowerment and creativity as integral to a fulfilling life. Central to these visuals

is the framing which shows a young, determined woman embodying strength and empowerment.

The "We Can Do It!" poster is a visually striking and iconic piece of art from 1943, featuring a

strong and determined female figure at its center. This woman, dressed in typical industrial work

attire of the time with a red and white polka-dotted bandana, blue collared shirt, and dark blue

pants, exudes confidence and empowerment. Her muscular arm is raised in a classic "power

pose," symbolizing the resilience and determination of women during World War II. The bold

white letters spelling out "We Can Do It!" against a solid blue background convey an urgent and

empowering message, emphasizing women's capability and readiness to contribute to the war

effort. With its minimalist style and powerful imagery, this poster has become a timeless symbol

of strength and determination, resonating with audiences across generations.

Significance
The "We Can Do It!" poster holds enduring cultural significance for several reasons:
Gender Equality: During World War II, as men were drafted into military service, women were
called upon to fill their roles in factories and industries. The poster played a role in challenging
societal norms about women's capabilities and opened doors for greater gender equality in the
workforce.
Motivational Symbol: The poster served as a powerful motivational symbol, not only for female
workers at Westinghouse but for women across the nation. It conveyed the message that women
were essential to the war effort and could rise to any challenge.
Cultural Evolution: The image has evolved over time to represent the broader feminist
movement and the ongoing struggle for gender equality. It continues to inspire women and men
alike to pursue their goals and overcome obstacles.
 References

Miller, J. H. (1943). We can do it! Poster originally distributed by the War Production

Coordinating Committee. American Museum of National History.