Farmers! Housewives! Children! the President of the United States appeals to you personally : these extracts from the address of President Wilson should be read carefully by every one who produces or can produce food and
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 leans entirely on the highest possible authority (the President) and addresses specific segments of the population directly in the headline. The sheer density of text signals importance and seriousness.
Steal this when
You have a message from a figure of absolute authority and need to convey the gravity of an unprecedented situation.