The 1943 U.S. wartime poster featuring a woman flexing her arm was titled “We Can Do It!” J. Howard Miller designed it for Westinghouse Electric’s internal wartime workforce campaign.
The poster was displayed briefly in Westinghouse factories, where it encouraged employees to meet wartime production goals. It was not originally created as a general recruitment poster and did not initially carry the name Rosie the Riveter. The image was rediscovered decades later and became widely associated with women’s work during World War II.
The poster is often confused with Norman Rockwell’s 1943 Saturday Evening Post cover, which also depicted Rosie the Riveter. Miller’s “We Can Do It!” image became a later feminist and popular-culture symbol, while its original circulation and purpose were much narrower than its modern fame suggests.