We've Got to Keep on Saving! (landing-beach scene, W.F.P. 394)
A small painted strip at the foot of an otherwise blank sheet shows British troops running up a beach past landing craft, tanks, an amphibious truck and aircraft overhead, with the slogan 'We've Got to Keep on Saving!'. The soldiers' effort is attached to the civilian act of buying savings certificates (transfer), and the 'We' folds saver and fighter into one group (identity-fusion).
Propaganda techniques used in this poster
- Date
- 1939
- Period
- Second World War
- Made by
- National Savings Committee (London), Scottish Savings Committee and Ulster Savings Committee, for HMSO; printed by Norbury, Lockwood & Co. Ltd, Manchester
- Region
- Western and Central Europe
- Country
- United Kingdom
- Medium
- Poster
- Issuer type
- State
- Regime
- Churchill Government
- Leader
- Winston Churchill
- Audience
- Domestic public
- Purpose
- Fundraise
- Themes
- Economy and finance, Home front
- Event
- World War II
- 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)
National Savings Committee / HMSO, c. 1939-1945. NARA, World War II Foreign Posters (44-PF-521b).
Text on the object
WE'VE GOT TO KEEP ON Saving! W.F.P. 394. ISSUED BY THE NATIONAL SAVINGS COMMITTEE, LONDON; THE SCOTTISH SAVINGS COMMITTEE, EDINBURGH; THE ULSTER SAVINGS COMMITTEE, BELFAST. CROWN COPYRIGHT RESERVED. PRINTED FOR H.M. STATIONERY OFFICE BY NORBURY, LOCKWOOD & CO. LTD., MANCHESTER, 8. 51-749.
