What was the title of the British wartime poster campaign created in 1939 but widely rediscovered in the 2000s?

The British wartime poster campaign created in 1939 was titled “Keep Calm and Carry On.”

The British government designed the poster as part of a series intended to maintain public morale during World War II. Its simple typography, crown emblem, and direct instruction were meant for use if Britain faced invasion or severe disruption.

The poster was printed in large numbers, but it was not widely distributed because the expected crisis did not initially occur. Most copies were later pulped, making surviving originals rare.

The design was rediscovered in the early twenty-first century after a copy was found in a Northumberland bookshop. It then became a global commercial and cultural motif, appearing on merchandise and in parodies. That later popularity can make it seem like a continuously visible wartime campaign, although its mass public presence mainly belongs to the 2000s revival.