"We Can Do It": Rosie the Riveter

1942-- "We Can Do It!" -- the battle cry created by the Westinghouse Company internal comms department--was used on a series of 42 posters to motivate the female forces on the front lines of its factories. Women were increasingly called to duty by factories around the US, as millions of male workers were shipped to fight the war overseas. It was the company's War Production Coordinating Committee which commissioned Pittsburgh artist J. Howard Hiller to create the series, which was only seen at the Westinghouse Company. The poster was rediscovered in 1982 and associated with “Rosie The Riveter,” the name of the illustration painted by Norman Rockwell for a war time issue of the Saturday Evening Post. Today Rosie's become a symbol of women's rights, and is more popular than ever.