In the attempt to sell the war, Allied propaganda art made particular use of the image of the soldier. From bedraggled defender of civilization (for example, On Ne Passe Pas!) to hero (for example On Les Aura!), the Allied soldier always did his duty despite hardships and his efforts were rewarded with victory. As with victory bonds a similar image which implored the viewer to save food was used: We are Saving You. This was employed in Canada to promote a national thrift campaign.

Mounting casualties required female presence on the front, consequently, the poster image of women shifted from one of women as victims to a more positive one as care givers.The Greatest Mother in the World is a particularly evocative poster in its purposeful similarity to Michelangelo's Pietá, the classical sculpture of Mary with the body of Christ.