'Do With Less' WW II Rationing Poster

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This poster, released in March 1943, depicts an appealing 'GI Joe' drinking coffee from his canteen cup. Rationing of consumer goods was introduced in March 1942 and continued throughout World War II and nearly one year after, ending in 1946. Government-sponsored ads, radio shows, pamphlets and poster campaigns such as this one, urged the American people to comply.

The poster is a good example of how photography was combined with poster art during the war. This design became so popular that it was reprinted in several larger sizes and with slightly different headlines. Three sizes were produced by the Office of War Information: 22 x 28 inches, 28 x 40 inches,and 21 7/8 x 23 7/8 inches. This is poster number 37 in the OWI series during World War II.

The man in the photo is Thomas J. Murray, who died on 16 October 2002 at the age of 87 and was buried with military honors. Through this poster, Murray served as the face for rationing from 1943-1945.

Today in WW II: 8 Feb 1940 Germans establish the first large Jewish ghetto in Poland in the city of Lodz. More ↓

8 Feb 1941 US House of Representatives passes the Lend-Lease Act [265 to 165].
8 Feb 1942 Battle of Sarimbun Beach begins, the first stage of the Japanese assault on Singapore.
8 Feb 1942 Japanese Offensive in Burma begins [8 Feb-2 May].
8 Feb 1945 Battle of the Reichswald: British and Canadian forces under Field Marshal Bernard Montgomery begin Operation Veritable [8 Feb-11 Mar].
Visit the Olive-Drab.com World War II Timeline for day-by-day events 1939-1945! See also WW2 Books.