---
title: 'Think What You Can Afford to Give, Then Double It: A Life May Depend on It'
url: https://propagandaarchive.org/collection/think-what-you-can-afford-to-give-then-double-it-1918/
description: A plain red cross on white is framed by large type telling the viewer to give, double the gift, and consider that a life may depend on it.
section: Collection
---

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3. Think What You Can Afford to Give, Then Double It: A Life May Depend

[![Think What You Can Afford to Give, Then Double It: A Life May Depend on It, 1918 US poster: A plain red cross on white](https://propagandaarchive.org/collection/images/think-what-you-can-afford-to-give-then-double-it-1918.jpg)](https://propagandaarchive.org/collection/images/think-what-you-can-afford-to-give-then-double-it-1918.jpg)

# Think What You Can Afford to Give, Then Double It: A Life May Depend on It

A plain red cross on white is framed by large type telling the viewer to give, double the gift, and consider that a life may depend on it. The appeal works through a direct personal challenge ('do you dare do less?') and a closing assurance that all of the fund goes to war relief.

## Propaganda techniques used in this poster

[Fear appeal](https://propagandaarchive.org/techniques/fear-appeal/) [Glittering generalities](https://propagandaarchive.org/techniques/glittering-generalities/)

## Text on the object

Original (English) · read from the image, not independently checked

```
Think what you can
afford to give
- then double it

A life
may depend on it
- do you dare do less?

All of the Red Cross War Fund
goes for War Relief

FORM N.Y. 4 - SECOND WAR FUND
```

'All' and 'dare' are underlined on the sheet. The form line at bottom right is a small printed mark.

[← Think! How Proud You Both Will Be](https://propagandaarchive.org/collection/think-how-proud-you-both-will-be-1918/) [Third Liberty Loan: The Facts. Lend Them a Hand, Buy Your Liberty Bonds Now →](https://propagandaarchive.org/collection/third-liberty-loan-the-facts-lend-them-a-hand-1918/)

## More propaganda examples that use the same techniques

- [Miniature of Pope Urban II at the Council of Clermont, Les Passages d'outremer (BnF Fr. 5594, fol. 19r)](https://propagandaarchive.org/collection/passages-doutremer-council-of-clermont-colombe-1474/) (France · 1474 · Testimonial, Fear appeal). Content note: Medieval religious imagery and a French text describing alleged killings and captivity of eastern Christians, as used to argue for the First Crusade; the text is shown as written.
- [Anacoana fut pendue sans raison (engraving in Le miroir de la cruelle et horrible tyrannie espagnole)](https://propagandaarchive.org/collection/anacoana-hanged-miroir-tyrannie-espagnole-1620/) (Dutch Republic · 1620 · Fear appeal, Name-calling). Content note: Engraving of a hanged, bare-breasted Taino woman, burning huts and people being killed by Spanish soldiers.
- [Der Warner (broadsheet lampoon on the Jesuits after Breitenfeld and Rain)](https://propagandaarchive.org/collection/der-warner-anti-jesuit-broadsheet-1632/) (Holy Roman Empire · 1632 · Scapegoating, Fear appeal)
- [Sans-Culottes, feeding Europe with the Bread of Liberty (James Gillray)](https://propagandaarchive.org/collection/sans-culottes-bread-of-liberty-gillray-1793/) (Kingdom of Great Britain · Jan 12, 1793 · Fear appeal, Name-calling)
- [Proclamation de Sonthonax en créole, Cap-Français (Proclamation of Commissioner Sonthonax in Creole)](https://propagandaarchive.org/collection/sonthonax-proclamation-creole-1793/) (France · Aug 29, 1793 · Fear appeal, Scapegoating). Content note: Colonial-era proclamation on slavery and emancipation in Saint-Domingue; speaks of slaves, whips and 'Nègues' in period terms.
- [Gazette of the United States, "The Jeffersoniad" no. VIII, 14 August 1800](https://propagandaarchive.org/collection/gazette-us-jeffersoniad-1800/) (United States · Aug 14, 1800 · Name-calling, Fear appeal)
- [Tyrants Prostrate, Liberty Triumphant (pro-Polk cartoon on Dorr), 1844](https://propagandaarchive.org/collection/tyrants-prostrate-liberty-triumphant-polk-1844/) (United States · 1844 · Name-calling, Fear appeal). Content note: Speech balloons contain anti-Catholic and nativist wording ('the ruins of Popery') in the mouths of the Whig figures, written by a Democratic cartoonist and shown unaltered.
- [Brolej Žemajčiaj! (Brothers Samogitians!): hand-painted broken-cross poster](https://propagandaarchive.org/collection/brolej-zemajciaj-broken-cross-1862/) (Russian Empire · 1862 · Fear appeal, Transfer)