Her Boys are Serving US. For Her Sake Let's do Our Part. Buy A Bond For Mother's Day May 10, 1942" poster
The pattern
This still is filed under War-bond ask.
Define
Money is requested as duty. The instrument is financial. The motive is belonging to the effort.
Mechanism
Civic purchase. The buyer is not shopping. They are enlisting with a wallet. Price is framed as participation.
Verdict
A public or communal instrument needs wide subscription and the stake is genuinely shared.
Why it works
It hijacks a commercial holiday (Mother's Day) and repurposes it for the war effort, using guilt and respect for 'Gold Star' or military mothers to drive sales.
Steal this when
When you want to attach your ask to an existing holiday by appealing to the highest ideals of that holiday.