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
- Date
- 1918
- Period
- First World War
- Made by
- American Red Cross (Second War Fund)
- Region
- North America
- Country
- United States
- Medium
- Poster
- Issuer type
- NGO
- Regime
- Wilson Administration
- Leader
- Woodrow Wilson
- Audience
- Domestic public
- Purpose
- Fundraise
- Themes
- War and the military, Health, Home front
- Event
- World War I
- Regime
- Wilson administration
- Leader
- Woodrow Wilson
- Source
- Identified Openly sourced: the speaker is who they say they are
- Source
- U.S. National Archives (NARA), RG 4 (U.S. Food Administration), World War I Posters (NAID 512439), retrieved October 3, 2026
- Rights
- NARA Unrestricted; hosted by owner decision
American Red Cross (Second War Fund). National Archives and Records Administration, 4-P-215.
Text on the object
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.
