By far the richest field for sowing propaganda was the home front. In this era, women's suffrage was to the fore and extreme labour shortages required their work in factory jobs formerly held by men. Despite this, in posters, women were depicted in traditional roles as wives and mothers, strong but in need of protection. This is particularly emphasized in Help Till It Hurts. For the first time children also had a role in propaganda posters.

Allied propaganda art also focused on several other home-front issues. Particular attention was paid to industry, trade and commerce. Easily recognized and accepted symbols abound, such as Liberty for the Americans and the Beaver for Canadians.