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    Rosie The Riveter


    (October 26, 2001) The J Walter Thompson company is responsible for the single most successful and compelling Recruitment Advertising campaign of all time: Rosie the Riveter. The campaign was developed by the Ad Council (the folks who brought you Smokey The Bear) with media placement handled by JWT. The campaign brought more than 2 Million new workers into the workforce (cost: $500/worker) to support the economy during World War II. The underlying theme was that the social change required to bring women into the workforce was a patriotic responsibility for women and employers alike.

    The campaign was broad ranging featuring radio, print and workplace delivery. In all, over $1 Billion dollars was invested in the campaign. In the 1940s, a billion dollars was a whole lot of money. $500/worker would be something like $15,000 in today's economy.

    2 Million Additional workers in the 1940s is the equivalent of adding 5 Million to today's workforce. Obviously, all of the new workers were relatively untrained and entering the workplace with a combination of skills shortage and dramatic social pressures. A hallmark of the movement of women into greater roles of responsibility, the project shattered social structures and stereotypes. The "Rosie" campaign added 4% more new people to the workforce by its conclusion. Those people went into hard to fill positions with technical requirements

    It's worth taking a moment to review the various resources we've provided below. Recruitment Advertising can be inspirational, compelling, memorable and influential. 70 years later, Rosie resonates. It's an interesting benchmark to strive towards.

    Today, we face a workforce crisis that dwarfs the problem that Rosie solved. Over the next five years, the combination of attrition from aging and economic growth (not to mention the strains of new government support) will create a shortage of somewhere between 15 and 25 Million workers (10% to 16%). In Rosie's day, we had a critical resource "sitting on the bench". This crisis will require other means and a different kind of social change.


    Rosie The Riveter

    All the day long,
    Whether rain or shine,
    She's a part of the assembly line.

    She's making history,
    Working for victory,
    Rosie the Riveter.

    Keeps a sharp lookout for sabotage,
    Sitting up there on the fuselage.
    That little girl will do more than a male will do.

    Rosie's got a boyfriend, Charlie.
    Charlie, he's a Marine.
    Rosie is protecting Charlie,
    Working overtime on the riveting machine.

    When they gave her a production "E,"
    She was as proud as she could be.
    There's something true about,
    Red, white, and blue about,
    Rosie the Riveter.

    Redd Evans and John Jacob Loeb,
    "Rosie the Riveter,"
    (New York: Paramount Music Corp., 1942).


    Rosie The Riveter Books:


    Rosie The Riveter Websites

    - John Sumser © TwoColorHat. All Rights Reserved.

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    © 2013 interbiznet.
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    Materials written
    by John Sumser
    © TwoColorHat.
    All Rights Reserved.

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         Materials written
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         © TwoColorHat.
         All Rights Reserved.