We Can Do It!

We Can Do It! is a poster created by artist J. Howard Miller in 1943 for Westinghouse Electric, intended as an internal morale image encouraging women already working in the company's factories rather than as a public recruitment poster or wartime propaganda. Displayed only briefly inside Westinghouse plants in February 1943, it remained largely obscure for the rest of World War II before being rediscovered in the early 1980s and widely reproduced. It is now commonly, though inaccurately, identified with Rosie the Riveter, a separate wartime figure originating in a 1942 song and a later Norman Rockwell painting, with which the poster had no original connection.