The “use it up – wear it out – make it do!” poster was used during World War 2 to encourage the maintenance and reuse of clothes and other commodities. It was accompanied by the words “our labour and our goods are fighting”, this was used to show those on the home front that goods such as food and clothes were at a premium and should be used sparingly and preserved where possible in order to help those on the front line.
Posters which encouraged frugal living and were common during the conflict. The Victory garden posters and Have you really tried to save gas by getting into a car club? are two further examples posters with a similar theme. Civilian rationing was a necessity to ensure that those on the frontline had enough resources to help them fight the war.
Posters like this portrayed happy almost comical pictures of civilians adapting to this new frugal life. Moral on the home front was extremely important in order to keep the American machine churning. These posters played a key role in helping civilians connect the sacrifices they were making at home with what was happening in the war.