<P> "We Can Do It!" is an American wartime propaganda poster produced by J. Howard Miller in 1943 for Westinghouse Electric as an inspirational image to boost worker morale . </P> <P> The poster was very little seen during World War II . It was rediscovered in the early 1980s and widely reproduced in many forms, often called "We Can Do It!" but also called "Rosie the Riveter" after the iconic figure of a strong female war production worker . The "We Can Do It!" image was used to promote feminism and other political issues beginning in the 1980s . The image made the cover of the Smithsonian magazine in 1994 and was fashioned into a US first - class mail stamp in 1999 . It was incorporated in 2008 into campaign materials for several American politicians, and was reworked by an artist in 2010 to celebrate the first woman becoming prime minister of Australia . The poster is one of the ten most - requested images at the National Archives and Records Administration . </P>

When did the we can do it poster come out