Back our girls over there United War Work Campaign" poster
The pattern
This still is filed under Civilian war-duty equate.
Define
A civilian act (saving, making, staying quiet) is framed as the same duty as the front.
Mechanism
Moral equate. The small act inherits the gravity of the large one. The ask is ordinary. The meaning is not.
Verdict
We need mass compliance on an unglamorous behavior and can honestly tie it to a shared stake.
Why it works
It highlights the active, dangerous role women played in the war effort (like the 'Hello Girls' signal corps), challenging traditional views and demanding support for them alongside the combat troops. The proximity to marching soldiers underscores the front-line reality.
Steal this when
You need to raise funds by shifting the spotlight to an unsung or underappreciated group contributing vital support to a larger effort.