The tagline and image caught on and the now-famous words that were nearly lost took on a new life. In 2000, a copy of the poster was re-discovered in a bookshop in Northumberland and reproduced. The majority of the printed copies were destroyed. Fortunately, events never warranted its release. The third poster with the message “Keep Calm and Carry On” was printed but reserved to be used if the war took a turn for the worse. Each featured the King’s crown along with a morale-boosting message: “Your Courage, Your Cheerfulness, Your Resolution, Will Bring Us Victory,” “Freedom is in Peril Defend it with all Your Might,” and “Keep Calm and Carry On.”Īs war broke out in Britain, the first two posters appeared on billboards, buildings, and train stations throughout the country. My version of the famous British motivational war poster - Keep Calm and Carry On. In 1939, the Ministry of Information, the wartime propaganda office of the British government, designed three posters to be issued in the event of war. With the prospect of war becoming likely, the poster was designed to bolster morale and ensure the public could bear the sacrifice and burden required of them. This message of British spirit that decorates tea towels and coffee mugs has a dark origin and could have signaled the demise of Britain. IWM’s new publication explores the historic context in which the iconic ‘Keep Calm’ poster was originally conceived. Keep Calm and Carry On, Ministry of Information, 1939, .uk
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