Keep 'em Rolling, Make 'em Last: Take Care of Machinery
A raised fist holding an oil can, over a machine part and a red-and-white striped background, with a sign reading 'Keep 'em rolling, make 'em last'. A blue panel lists ten conservation tips for hotels. The flag-stripe backdrop and 'Serve Uncle Sam' wording tie routine upkeep to national service (transfer).
Propaganda techniques used in this poster
- Date
- 1941
- Period
- Second World War
- Made by
- American Hotel Association
- Region
- North America
- Country
- United States
- Medium
- Poster
- Issuer type
- Corporation
- Regime
- Roosevelt Administration
- Leader
- Franklin D. Roosevelt
- Audience
- Domestic public
- Purpose
- Mobilize or secure compliance
- Themes
- Home front, Economy and finance
- 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)
American Hotel Association. National Archives and Records Administration, RG 44, 44-PA-213 (NAID 513656).
Text on the object
KEEP 'EM ROLLING MAKE 'EM LAST TAKE CARE OF MACHINERY AMERICAN HOTEL ASSOCIATION CONSERVE and you SERVE UNCLE SAM Turn off water, lights, gas, fans, etc. not needed. Do not overheat rooms. Save wastepaper, scrap, etc. Do not soil walls, furniture or fixtures. Keep equipment well oiled and in good repair. Don't let hot water get too hot. Promptly repair leaky faucets or valves. Clean boiler tubes regularly. Protect motors with proper fuses. Keep fire protection equipment ready for use.
