Your Courage Your Cheerfulness

Your Courage, Your Cheerfulness
- Print on steel sign - 500mm x 178mm

The Your Courage, Your Cheerfulness  poster was designed by the Ministry of Information during the period 27 June to 6 July 1939. It was produced as part of a series of three "Home Publicity" posters (the others read "Freedom Is In Peril" and "Keep Calm and Carry On). Each poster showed the slogan under a representation of a "Tudor Crown" (a symbol of the state). They were intended to be distributed to strengthen morale in the event of a wartime disaster, such as mass bombing of major cities using high explosives and poison gas, which was widely expected within hours of an outbreak of war.

A career civil servant named A.P. Waterfield came up with "Your Courage" as "a rallying war-cry that will bring out the best in everyone of us and put us in an offensive mood at once".

Detailed planning for the posters had started in April 1939 and the eventual designs were prepared after meetings between officials from the Ministry of Information and HM Treasury on 26 June 1939 and between officials from the Ministry of Information and HMSO on 27 June 1939. Roughs of the poster were completed on 6 July 1939, and the final designs were agreed by the Home Secretary Samuel Hoare, 1st Viscount Templewood on 4 August 1939. Printing began on 23 August 1939, the day that Nazi Germany and the USSR signed the Molotov–Ribbentrop Pact, and the posters were ready to be placed up within 24 hours of the outbreak of war.

Almost 2,500,000 copies of Keep Calm and Carry On were printed between 23 August 1939 and 3 September 1939 but the poster was not sanctioned for immediate public display. It was instead decided that copies of the poster should remain in "cold storage" for use after serious air raids (with resources transferred to Your Courage and Freedom is in Peril). Copies of Keep Calm and Carry On were retained until April 1940, but stocks were then pulped as part of the wider Paper Salvage campaign. An October 1940 edition of the Yorkshire Post and Leeds Mercury records the poster being hung in a shop in Leeds.

The remainder of the Ministry of Information publicity campaign was cancelled in October 1939 following criticism of its cost and impact. Many people claimed not to have seen the posters; while those who did see them regarded them as patronising and divisive. Design historian Susannah Walker regards the campaign as "a resounding failure" and reflective of a misjudgement by upper-class civil servants of the mood of the people.