Westinghouse Electric scheduled J. Howard Miller's morale poster "We Can Do It!" to begin a two-week factory display run on Monday, February 15, 1943. The poster was made for the company's internal War Production Coordinating Committee, not for a national recruiting campaign, and was aimed at employees producing Micarta helmet liners. Its wartime audience was small and mostly inside Westinghouse plants, but the image later became one of the most reproduced American propaganda designs after its rediscovery in the early 1980s. Its later association with Rosie the Riveter is historically imprecise, yet that mistaken afterlife helped turn a short-lived workplace poster into a global visual shorthand for women's labor, feminism, and civic resolve.
A narrowly targeted factory poster became one of the twentieth century's most recognizable political images.