'This is the Year! It's up to us to let 'em have it!', 1939 UK poster: A painted amphibious landing shows aircraft overhead

'This is the Year! It's up to us to let 'em have it!' (Ministry of Aircraft Production poster)

A painted amphibious landing shows aircraft overhead, landing craft in a shell-torn sea and troops firing from a beach. The tell is the collective 'us' in the slogan, which casts the viewer's own work as part of the shared effort.

Propaganda techniques used in this poster

Bandwagon

Date: 1939
Period: Second World War
Made by: Ministry of Aircraft Production (artist Clive Upton; printed by Field Sons & Co., Ltd., Bradford, for H.M. Stationery Office)
Region: Western and Central Europe
Country: United Kingdom
Medium: Poster
Issuer type: State
Regime: Churchill Government
Leader: Winston Churchill
Audience: Domestic public
Purpose: Mobilize or secure compliance
Themes: War and the military, Home front
Event: World War II
Regime: Churchill wartime government
Leader: Winston Churchill
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 Foreign Posters, retrieved October 3, 2026
Rights: Public domain (UK Crown copyright, 50 years from publication, expired before 1996; no URAA restoration)
Ministry of Aircraft Production; artist Clive Upton; printer Field Sons & Co., Ltd. Via the US National Archives (NARA, WWII Foreign Posters).

Text on the object

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

THIS IS THE YEAR!

IT'S UP TO US TO LET 'EM HAVE IT!

P.D.O. 1144. Printed for H.M. Stationery Office by Field Sons & Co. Ltd., Bradford. 51-4654
MINISTRY OF AIRCRAFT PRODUCTION.
[signature in the painting:] CLIVE UPTON