The now-iconic 'We Can Do It' poster was initially not intended for public display and only a small number of people saw it when it was first published in 1942.
"We Can Do It!" is an American World War II wartime poster produced by J. Howard Miller in 1942 for Westinghouse Electric as an inspirational image to boost female worker morale.
The poster was very little seen during World War II. During the war, the image was strictly internal to Westinghouse, displayed only during February 1943, and was not for recruitment but to exhort already-hired women to work harder.
It was rediscovered in the early 1980s and widely reproduced in many forms called "We Can Do It!". After its rediscovery, observers often assumed that the image was always used as a call to inspire women workers to join the war effort. The image made the cover of the Smithsonian magazine in 1994 and was fashioned into a US first-class mail stamp in 1999. The poster is one of the ten most-requested images at the National Archives and Records Administration.