Fire Slogan Contest: 1st Week's Winner
A grinning officer in an Army Air Forces uniform points at a shield bearing the winning slogan 'Fire is... Hell, let's keep it there', with the winner's name and unit below and a black footer reading 'Carelessness causes fires'. The fear-appeal rests on the slogan's word 'Hell'; naming an ordinary fellow serviceman as winner is the plain-folks element.
Propaganda techniques used in this poster
- Date
- 1941
- Period
- Second World War
- Made by
- U.S. Army Air Forces (issuer not printed)
- Region
- North America
- Country
- United States
- Medium
- Poster
- Issuer type
- Military
- Regime
- Roosevelt Administration
- Leader
- Franklin D. Roosevelt
- Audience
- Own forces
- Purpose
- Warn or inform
- Themes
- Home front, War and the military
- Event
- World War II
- Regime
- Roosevelt administration
- Leader
- Franklin D. Roosevelt
- Source
- Identified Openly sourced: the speaker is who they say they are
- Source
- U.S. National Archives and Records Administration, Record Group 44, World War II Posters, retrieved October 4, 2026
- Rights
- Public domain (U.S. government work)
U.S. Army Air Forces (issuer not printed). National Archives and Records Administration, RG 44, 44-PA-773 (NAID 514261).
Text on the object
FIRE SLOGAN CONTEST "FIRE IS... HELL LET'S KEEP IT THERE" 1st. WEEK'S Winner! DAVID B. ZAMUDIO SHIPPING BRANCH CARELESSNESS CAUSES FIRES
