Happy Cham Mother Bathing Her Baby

A sepia photograph of a smiling Cham mother holding a baby standing in a washtub carries a purple text panel (code SP-2065) saying the mother is happy because she has a plump, clean and healthy child, and urging parents to bathe their children every day. A handwritten-style block of Cham script appears at the top left. The appeal pairs an emotive portrait with a one-line hygiene instruction.

Propaganda techniques used in this poster

Plain folksGlittering generalities

Date

1965

Period

Cold War

Made by

Joint U.S. Public Affairs Office (JUSPAO) printing section, for the South Vietnamese public-health programme

Region

North America

Country

United States

Medium

Poster

Issuer type

State

Regime

Johnson Administration

Leader

Lyndon B. Johnson

Audience

Foreign public

Purpose

Warn or inform

Themes

Health, Race and ethnicity

Event

Vietnam War

Source

Unidentified Source blurred: contractors, cutouts, buried disclosure

Source

U.S. National Archives (NARA), RG 306, Psychological Warfare Posters, Vietnam War (NAID 561393), retrieved October 3, 2026

Rights

NARA Unrestricted; hosted by owner decision
Joint U.S. Public Affairs Office (JUSPAO) printing section, for the South Vietnamese public-health programme. National Archives and Records Administration, 306-VP-8-2065.

[Cham script text, not transcribed]

• NGƯỜI MẸ CHÀM NÀY RẤT VUI SƯỚNG VÌ CÓ ĐỨA CON NGỘ NGHĨNH, SẠCH SẼ VÀ KHOẺ MẠNH.
• HÃY TẮM RỬA CHO CON CÁI MỖI NGÀY !
• CHÚNG SẼ ĐƯỢC SẠCH SẼ VÀ KHOẺ MẠNH.

SP-2065

[Cham script text, not transcribed]

• THIS CHAM MOTHER IS VERY HAPPY BECAUSE SHE HAS A CHARMING, CLEAN AND HEALTHY CHILD.
• BATHE YOUR CHILDREN EVERY DAY!
• THEY WILL BE CLEAN AND HEALTHY.

SP-2065